Feb 3, 2010

Swire Hotels | East Hotel Campaign | Hong Kong

Swire Properties has launched a print campaign by TBWA\Hong Kong for the opening of its new lifestyle business hotel East, located at Taikoo Shing in Hong Kong.

The print campaign features a bold arrow pointing East with the tagline - 'A business hotel with a life' - implying that although the hotel targets business travellers, it does not neglect their lifestyle needs.

The ad's orange colour and contrasting white logo aims to bring freshness and a simple yet modern attitude to the brand.

“We cast aside industry jargon and described the hotel as it is – a business hotel with a life. East has everything a business traveller needs plus it’s modern and refreshing, reflecting a certain attitude and style. Facilities include a 24-hour gym, a slinky rooftop bar, crisp design, rooms with enormous windows and rain showers. The campaign brings that to life,” said Ian Thubron, CEO at TBWA\Hong Kong.

The print ads will run in regional press including magazines in selected markets across Asia including China, Taiwan and Singapore with support from direct and experiential marketing initiatives.

TBWA is the regional agency-of-record for Swire Hotel. It has since launched a campaign for The Upper House, a luxury hotel located at Pacific Place.

Project East Hotel Campaign
Client Swire Hotels
Executive creative director Mark Ringer
Art directors Andrew Charles, Carol Sung
Copywriters Mark Ringer, Star Masango
Client servicing Matt West, Chris Leung
Photographer Virgile Bertrand
Exposure Print

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