Rosewood’s New Ad Campaign Tries to Make Luxury Guests Its Stars
Photo Credit: An image from Rosewood's new Regulars advertising campaign. Rosewood Hotels and Resorts
Skift Take
With everyone talking about experience curation and creating a sense of place, can a glitzy advertising campaign focusing on those characteristics actually differentiate a luxury hotel brand?
A woman luxuriating in her hotel room after a hectic day of shopping. A group of fashionistas lounging, as fashionistas do, on a grand stairway in the Hôtel de Crillon. A gaggle of hipster musicians jamming in a hotel room. These are just a few of the scenes depicted in a new advertising campaign being rolled out by Rosewood Hotel Group this month.
According to Thuy Tranthi Rieder, group vice president marketing and sales for Rosewood Hotel Group, the company started promoting its sense of place lifestyle ethos in a big way in 2013, shortly after Sonia Cheng came on board as CEO. The initial Living Canvas campaign was as much about experience curation in a destination as the hotel itself. In the new Rosewood Regulars campaign, it is the guests who come to the forefront.
Using arresting, iconoclastic imagery, the new campaign is comprised of photography and short films revolving around five types of “Rosewood Regular
