New Raffles work pushes hotels as destination spots

Hotel chain Raffles International has rolled out the first in a series of ads using the line: "Some hotels are destinations in themselves." The initial print execution features the name of a Raffles-owned hotel standing out amid labels from other travel destinations on a piece of luggage. The Singapore-based company is planning to use the tagline in its future advertising, and has trademarked it. Raffles recently acquired Swissotel, catapulting it into the big league of luxury hotel chains. The deal more than doubled its number of rooms; the company now owns 38 hotels. The new campaign is the first since the acquisition. "The significance of this goes beyond just the ads," said Alex Shipley, associate creative director of Leo Burnett Singapore, which produced the ad. "The idea is very campaignable, which they need now that they're a much bigger company." He added that the company would be looking to use the line in other media, with below-the-line a priority. "The line makes a promise that people can easily believe, because Raffles has no trouble delivering on it. It's a claim that the Raffles chain of hotels can consistently make, and few other hotel brands can do that."

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