ROOM FOR ALL OF YOU" THE PENINSULA GROUP LAUNCHES NEW GLOBAL AD CAMPAIGN

Based on research findings that luxury hotel users look for a truly exceptional experience, The Peninsula Group's new advertising campaign takes a self-expressive approach to shift focus from the hotel product to the attitudes and mindset of its modern and progressive guests. With the many demands in their varied lifestyles, luxury hotel users expect hotels to create the world around them to meet their different needs at different times and the "Room For All Of You" campaign puts guests within the context of the experience.

The Peninsula Groups new global advertising campaign recognizes the multi-dimensional roles its guests hold in life and embraces all of their different needs within the rich and comfortable surroundings of The Peninsula hotels.

We all wear a number of different hats -- company executive, parent, amateur athlete, life-of-the-party," explained Simon Pearson, General Manager, Marketing of The Peninsula Group. And our guests seem to thrive on doing that much more in order to get the most enjoyment out of life."

Through the 'Room For All Of You campaign, we want our guests to know we understand all of their different needs and our service is personalized to match. Whatever their business or pleasure, guests will always feel comfortable and well looked after at The Peninsula."

DDB Hong Kong headed creative development of the print campaign that launches in the September issues of major business, travel and lifestyle publications worldwide. Prominent Australian photographer, Eryk Fitaj, is the eye behind the camera.

The 'Room For All Of You concept is very unique and to make it work visually we placed the characters in a space that gave a hint of the experience without telling all. The backdrop incorporates the total feel of the hotel and yet, is a fantasy that entices and brings through the subtleties of the different Peninsula hotels," said Eryk Fitaj.

The Peninsula overall has an unobtrusive class about it -- service is excellent, but played down. I feel the images portray the quality, class, individuality, luxuriousness and comfort that make people feel relaxed at The Peninsula," added Eryk.

The Peninsula Group operates luxury hotels in key gateways of Asia and the USA. It is a division of The Hongkong and Shanghai Hotels, Limited. The Peninsula Group hotels include: The Peninsula Hong Kong; The Peninsula Bangkok; The Peninsula Manila; The Peninsula New York; The Peninsula Chicago; The Peninsula Beverly Hills; The Palace Hotel Beijing; and The Kowloon Hotel in Hong Kong.

For further information, please contact:
Ms May Wong
Manager, Communications
The Peninsula Group
Telephone   : (852) 2840 7739
Fax      : (852) 2537 6665
E-mail      : maywong@peninsula.com
Website      : www.peninsula.com

Images of the campaign are availabel at www.leonardo.com/peninsula under The Peninsula Group section.