|Renaissance launches first global ad campaign.|
Tuesday, 8th May 2012
Source : Marriott International
Marriott International's lifestyle brand inspires guests to 'Live Life to Discover'.
Renaissance Hotels is excited about its first global advertising campaign—'Live Life to Discover'; the new multi-faceted campaign, which comes to life through print, digital and on property experiences, provokes today's lifestyle-oriented business traveler to explore a hotel or destination’s hidden gems through recommendations from on-site Renaissance Hotels ‘Navigators’ (the brand’s hospitality lifestyle concierge service).
The campaign was created in partnership with Anomaly, a global marketing and communications agency with an extensive list of impressive clients including Nike, Budweiser, Diageo and Converse. The campaign aspires to ask today's modern business traveler the question, “If you are traveling to a destination for business, why not make the most of your free time and discover something exceptional and unique?”
The visually stunning print advertisements depict off-the-beaten path recommendations from various hotel Navigators who curate unforgettable moments for guests around the world.
The multi-million dollar global print campaign will run in 32 countries and be featured in lifestyle, business and travel print media, as well as key out-of-home sites in the U.S. and China. The wide-ranging lifestyle campaign was photographed by award-winning photographer David Black across four countries and three continents.
In addition to the print flight, Renaissance Hotels will bring the campaign to life through a full scale digital re-invention of the brand, including a re-launch of the website, enhancements to the brand's social media channels, and a powerful digital advertising campaign; all inspired by unique discoveries from around the world.
Vivid and engaging, the new website will offer content that extends beyond basic hotel information. The new online hub will be fully integrated with social media platforms, providing uses with the unique opportunity to share their own discoveries via Twitter and Instagram and includes ways for users to share via Pinterest, Facebook and other key sites. Built to be fully responsive, the new site offers the same immersive experience across desktop, tablet and mobile platforms.
The website was designed and created by Anomaly, who also represents the digital agency of record for Renaissance Hotels.
“There is a discoverer in all of us, and we challenged ourselves to create a powerful campaign that speaks to our guests in a meaningful way and reflects the brand today,” said Tina Edmundson, senior vice president of lifestyle brands for Marriott International, Inc. “Live Life to Discover embodies the global spirit of Renaissance Hotels and today's lifestyle-business traveler and their eagerness to explore the world beyond their everyday routine.”
The campaign embodies the continued evolution of Renaissance Hotels, which was acquired by Marriott International in 1997 and quickly become one of the most popular brands within the company's portfolio.
In 2008, the brand began an intense journey to firmly establish itself in the lifestyle hospitality space and differentiate itself from other Marriott International brands by introducing game changing programs including the Navigator program and RLife LIVE, one of the industry's most well recognized entertainment platforms showcasing emerging musical artists through live performances in Renaissance Hotels around the world.
A natural continuation of the brand's extraordinary journey, the Live Life to Discover campaign represents the culmination of the global repositioning of the brand.