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."
