DALLAS–Rosewood Hotels & Resorts has relaunched with a comprehensive, new brand that features an original, holistic marketing campaign, titled Living Canvas.
The campaign features a new print and online advertising campaign, a reimagined website with multimedia destination guides and 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 standalone 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 “affluential explorers.”
“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,” stated Sonia Cheng, CEO of Rosewood Hotel Group. “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.”
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 embarked on an 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 in October 2013 and Rosewood Beijing in early 2014. Properties opening in 2015 include Rosewood Dubai; Rosewood at Baha Mar, Nassau, The Bahamas; Rosewood Phuket, Thailand; and Rosewood Chongqing, China.
Produced by New York-based AgencySacks, Rosewood’s Living Canvas print and digital campaign uses black and white photographs to 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 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.