New Raffles work pushes hotels as destination spots

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