After Selling Orient Express Name, Belmond Launches New Ad Campaign
Belmond has introduced a new advertising campaign that seems designed to separate the company from the competition
In the aftermath of AccorHotels announcing that it will purchase a 50 percent stake in the Orient Express name, one of the brand's previous licensors, Belmond, has now introduced a new campaign that seems designed to separate the company from the competition.
Arnaud Champenios, who is Belmond's senior vice president for brand and marketing, has made recent statement's about Belmond's new campaign, saying, "It's a brand designed for the ultimate travel connoisseur….a heritage reminiscent of a golden age of travel and the nostalgia of travel."
For those who are experienced within the luxury global hospitality space, those imagines may also be a familiar evocation of traits long associated with Orient Express. With this in mind, it would seem that Belmond is working to claim the qualities that have long made that brand successful while also putting its own unique stamp on the new campaign.
Until recently (2014), Belmond Ltd. was actually known as Orient-Express Hotels Ltd., deriving the name from the famous brand of luxury train travel. The shift to Belmond as a name represented broader ambitions for the company, as it means beautiful world. Belmond is a wide-spanning collection of hospitality properties, including many iconic hotels such as the Copacabana Palace in Rio de Janeiro, Brazil, the Mount Nelson in Capetown, and the Hotel Splendido in Portofino, Italy. When the switch was made from Orient Express, all of those hotels underwent a rebranding that put the new Belmond name at the forefront. Belmond's currently holdings also involve properties in many of the world's most exotic destinations, from Lima Peru, to Mexico's Riviera Maya to St. Petersburg in Russia to Siem Reap in Cambodia.
The companies new campaign has been dubbed The Art of Belmond, and it was first unveiled earlier this month. The Art of Belmond is an advertising and marketing campaign that aims to raise brand awareness and strengthen the overall Belmond name in terms of the luxury brands that it has to offer across the globe. Of the new campaign, Champenois has said, "We want to introduce Belmond to new markets, and to introduce it to younger audiences in established markets." He also added, "part of the brand story we will tell is trying to reach potential investors and developers in order to achieve the objectives of doubling the development pipeline and EBITDA" within the coming years.
The foundation of the campaign is a series of cinematic shorts and other global ads that focus on Belmond's three brand pillars: nostalgia, authenticity, and the art of savoir vivre. The sort of publications that this campaign will focus on are Travel + Leisure, Conde Nast Traveler, GQ, Tatler, Departures and Tank.
As for AccorHotels recent purchase of a 50 percent stake in the Orient Express name, industry experts say the plan is likely for them to start developing a new collection of upmarket Orient Express-branded properties.
The following projects by Accor Hotels are under construction:
Fashionable new hotel will include 200 hotel rooms as well as 81 serviced residences, and will be part of Grand Kanyon Sofia, a stunning mixed-use development that is generating significant interest as an important new hub for business and leisure travellers [Read More…]
The hotel is in the early stages of development in the Al Jazayer area, which is a mixed-use project comprising of a public beach, retail and restaurant outlets, hospitality components, and entertainment facilities [Read More…]
The Sofitel Tirana Palace has been built in the spirit of hotel that looks out over the world. The architecture is a mix of neo-Greco-Roman with a brilliant Albanian touch [Read More…]
More information on Accor can be found on TOPHOTELPROJECTS, the specialized service provider in the exchange of cutting-edge information of hotel construction in the international hospitality industry.
Jule Grass
Marketing Manager
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TOPHOTELPROJECTS
