The campaign was conceived in-house, and the hotel used Ridley Scott's production company to produce a series of short films. Carat, the hospitality chain’s media agency since 2007, is handling the campaign, which showcases the Peninsula's features through photography, the short films, and some behind-the-scenes footage.
The 'Peninsula Moments' campaign launched this month in conjunction with the Hong Kong property's HK$450 million (US$58 million) revitalisation.
According to Carat’s regional business director, Jacqueline Pavich, the campaign is an evolution of a previous campaign called 'Portraits of Peninsula' for the chain's nine properties across Asia and the United States.
“As part of this campaign, nine short films were developed to tell stories about “moments” at each property,” Pavich said.
While the campaign will have no television component, it will run across all the company’s websites. It is expected to run for the next three to five years, added Pavich.
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