With a budget estimated at more than US$5 million, Langham Hotels International has developed a Cinderella-themed creative strategy for its international properties .
The Langham campaign is based around the tagline ‘Make your grand entrance in ours’. The creative shows a woman dressed in an evening gown, holding a high-heeled shoe, recalling the classic Cinderella theme. For Langham Place, the Asia-Pacific sister brand, company chiefs have elected to take a more personal approach, communicating the message ‘Langham Place me. My way. My place.’
While still targeting upscale consumers, the demographic is more tightly-defined into those with an edgier, chic style, with the theme of the creative revolving around the hotel’s trendy dining and entertainment offerings.
New York-based creative agency Chandelier, which has also worked with the likes of Shanghai Tang and Ports in Hong Kong, developed the campaign, with fashion photographer Martyn Thompson contributing the respective campaigns’ “classy and stylish” feel, said Brett Butcher, SVP, brands and sales and marketing, Langham Hotels International.
MediaCom is focusing on upscale reads as a key platform the campaign. “To reach frequent global travellers, we’re focusing on international travel magazines like Condé Nast Traveller and Travel & Leisure,” said Eva Lam, business director, MediaCom Hong Kong.
The campaign is expected to run until December 2008.
