advertising, Branding, copywriting
Small Luxury Hotels of the World are a self-governing international collection of independent luxury hotels. I was asked to develop the brand principally through its annual directory.
My task was to promote the core values of the collection – luxury, excellence and 5-star service – whilst emphasising the virtues of their individuality – location, ambience and character. I masterminded the production of the directory for 15 years; liaising with the hotels, editing, writing and print planning for a distribution of 350,000 copies worldwide. The travel industry treasured their copies and it won many awards for presentation and content.
Research subsequently revealed Small Luxury Hotels to be the best recalled brand of any independent hotel group by a wide margin.
, Below the line promotions
, Brochure Design
, business advertising
, business branding
, corporate advertising
, creative advertising
, direct mail advertising
, marketing communications