Rosewood Hotels & Resorts relaunches with a comprehensive, new brand identity inspired by its highly regarded A Sense of Place® philosophy.
Communicating this evolution, the group has unveiled an original, holistic marketing campaign titled Living Canvas which includes a new visual language, an emotive print and online advertising campaign, a reimagined website with multimedia destination guides and creative hotel initiatives. The launch comes as the company embarks upon a global expansion with openings planned in Europe, Asia and the Middle East.
A Sense of Place® is a registered trademark of Rosewood and since its inception over 30 years ago, the company has held to the philosophy that each property should not stand alone but be a reflection of its location's history, geography and culture. The new campaign gives this a fresh interpretation designed to appeal to today's tribe of "affluential explorers" and is an illustration of Rosewood's unique take on modern hospitality.
"Today's traveler is someone who is more interested in ‘the journey' rather than ‘a trip.' Luxury is increasingly defined by experiences not by objects and delight is found through discovery rather than display," says Sonia Cheng, chief executive officer of Rosewood Hotel Group (Rosewood Hotels & Resorts' owning company.) "Therefore the Living Canvas campaign is purposefully as much about the destinations as the properties. But this relaunch goes deeper than just graphics and advertising, it also reaches to the heart of our operational philosophy which is to offer unique and authentic experiences."
Identity – To symbolize Rosewood Hotels & Resorts' fresh positioning, the group has worked with Robert Louey, creative director of Robert Louey Design, to create a new brand logo which incorporates Rosewood's trademark A Sense of Place® philosophy. A seal has also been designed for each individual Rosewood hotel taking inspiration from traditional family crests and from Rosewood's first mansion property.
"Rosewood has always been known as a collection of one-of-a-kind properties and the new seals perfectly portray each hotel's distinctive individuality. But at the same time, the use of seals also illustrates that the properties are all part of Rosewood's portfolio," comments Radha Arora, president of Rosewood Hotels & Resorts. "We also chose seals in addition to more traditional logos to reflect our signature style of service which is intuitive and intimate as though staying in a private home."
Advertising – Produced by New York-based AgencySacks, Rosewood's Living Canvas print and digital campaign uses stylish black and white photographs to subtly illustrate the vision behind the brand's culture and concept. The advertising campaign will run in key newspapers, magazines and websites in North America, Europe, the Middle East and Asia.
The striking images, which stand out from those used in traditional hotel advertising, were produced by Danish fashion photographer Anders Overgaard and taken in Beijing, New York, Abu Dhabi and Mexico. Overgaard is known for his spontaneous, editorial style of shooting which captures stolen moments, heightened with an enticing air of mystery. Overgaard's aim was to spark the excitement of discovery and for the images to have a lasting impression on the viewers. Video footage was also taken concurrently and short films have been created for the brand and the four destinations. These films will be shown on the new website and used as part of the electronic advertisements as well as in other marketing channels.
Website – The new branding is also reflected in the new visual identity which presents across all hotel communication channels including a new website launched today – rosewoodhotels.com – produced by the Hong Kong-based agency, Isobar. Website journeys use imagery, sound and video to give guests an interactive preview of the property and its destinations. The new website also features destination guides whose design was inspired by fashion and lifestyle publications.
Hotel programs – The website also features some of the new signature hotel programming, beginning with Rosewood Curators. The group invited a highly select group of tastemakers and high-profile personalities to share their insider knowledge about each Rosewood destination. From Dr. Condoleezza Rice and Piers Morgan to Nina Garcia and Sarah McLachlan, Rosewood Curators offer the ultimate insiders' guide to places ranging from New York to Cabo San Lucas and Beijing to Bermuda. The program will commence with 14 inaugural Curators with additional Curators added on a regular basis. Select Curators will create special onsite programming, affording Rosewood guests the unique opportunity to meet the high profile individuals in the destinations they so highly regard.
Global Expansion – Rosewood's relaunch comes at an exciting time for the company, which has embarked on an ambitious expansion, with a particular focus in Asia and Europe. The brand is expected to double the current portfolio within five years.
Future Rosewood properties include:
- Rosewood London – United Kingdom (October 2013)
- Rosewood Beijing – China (early 2014)
- Rosewood Dubai – United Arab Emirates (2015)
- Rosewood at Baha Mar – Nassau, The Bahamas (2015)
- Rosewood Phuket – Thailand (2015)
- Rosewood Chongqing – China (2015)
- Rosewood Tanah Lot Bali – Bali, Indonesia (2017)
- Rosewood Jakarta – Jakarta, Indonesia (2017)
