All Kinds of One-of-a-Kind -- The Leading Hotels of the World, Ltd. Launches Comprehensive Re-Branding Campaign

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The Leading Hotels of the World (LHW) implements a comprehensive re-branding with vibrant advertising campaign, new logo and completely revamped hotel directory.

The branding campaign is absolutely consistent with our strategy - one that is in fact deeply rooted in our history - that is to champion independent luxury hotels, those that offer a truly unique and authentic experience...

In its continued effort to preserve, enhance and invent the art of independent hotel-keeping, The Leading Hotels of the World (LHW) has implemented a comprehensive re-branding with a vibrant advertising campaign, a new logo, and a completely revamped hotel directory.

New Branding Campaign
According to Ted Teng, president and CEO of LHW, “The branding campaign is absolutely consistent with our strategy - one that is in fact deeply rooted in our history - that is to champion independent luxury hotels, those that offer a truly unique and authentic experience rather than a corporate mandated sameness. The primary tagline – All Kinds of One-of-A-Kind – conveys the true spirit of our very individual hotels, while bringing them together under one umbrella.”

Additionally, the campaign focuses on the "sweet spot" that LHW can firmly claim in the marketplace – the space where luxury, global scale, and independent-minded hotels intersect. A secondary tagline has been developed to communicate this very message: The World’s Largest Collection of Utterly Unique, Boldly Independent Luxury Hotels.

New Logo
Earlier this year, the organization also unveiled an entirely new corporate logo, the first in decades. “It is an ideal time to introduce a fresh look and feel to our organization. We are very excited about the new logo and believe that it accurately reflects the revitalized, more contemporary nature of our company, while paying homage to our great heritage and tradition, which dates back to 1928,” added Claudia Kozma Kaplan, LHW’s senior vice president, marketing.

New Hotel Directory
As part of the brand’s make-over, the latest edition of the Directory of The Leading Hotels of the World was also completely redesigned both visually and editorially, and transformed to provide inspiration to guests and entice them to experience an array of very diverse hotels. “When we looked at the directory, we really questioned its relevance,” Mr. Teng commented. Basic information can always be found on the website. The directory, on the other hand, has been made more meaningful for customers and hotels alike. “Its purpose is more inspirational, to motivate travelers to embark on enriching journeys of discovery – of far-off places, intriguing traditions, and alluring cultures.”

In this edition, for the first time ever, LHW pays tribute to the tradition of the family-owned property. There are twenty-three pages dedicated to providing family histories of owners of some of the most legendary Leading Hotels, many for at least three generations. “It is personal stories about passionate individuals like these which really set the organization apart,” Mr. Teng concluded.

The new branding campaign was created in collaboration with Manhattan-based AgencySacks, a full-service marketing firm which targets affluent and aspirational consumers.

About The Leading Hotels of the World, Ltd.
The Leading Hotels of the World, Ltd. is the largest luxury hospitality organization in the world, representing over 430 of the finest hotels, resorts and spas in over 80 countries. Its mission is to curate and champion an exclusive collection of independent properties, including grand palaces and intimate city hideaways, luxury tent enclaves and expansive self-contained resorts. Established in 1928 by several influential and forward-thinking European hoteliers, it started with 38 initial members. Its loyal customers demand levels of quality they have come to expect of the brand, while seeking authentic and enriching travel experiences. Leading Hotel members are utterly unique and boldly independent. To be considered for inclusion, a hotel must adhere to strict quality standards and master the art of extraordinary hospitality. For reservations, visit http://www.LHW.com. In the USA & Canada please call 1-800-223-6800 or contact a travel professional.

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Jennifer Oberstein
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