Belmond is continuing in its attempt to raise global brand awareness with the campaign, which it said will “strengthen its position in the luxury travel market". There will also be a heavy focus on social and digital channels in order to attract a new audience.
The campaign includes film, print and digital adverts which have been created by a series of artists.
Some new experiences and exclusive brand partnerships have also been launched, including First Light with Leica Sport Optics, designed to “celebrate the mornings and bring guests closer to nature”. First Light will be rolled out initially at Belmond Hotel Cataratas, Iguassu Falls in Brazil, Belmond La Residencia in Deia, Mallorca and Belmond Mount Nelson Hotel, Cape Town in South Africa.
Another is Exceptional Music in Exceptional Locations with London Philharmonic Orchestra. Musical performances will take place within the group’s hotels, including a special concert at Belmond Reid’s Palace, Madeira on December 7, with further future venues to be confirmed.
Belmond’s senior vice president brand and marketing Arnaud Champenois said: "The spirit of the campaign is to celebrate magical Belmond hotels, trains and cruises with a bit of nostalgia. Our heritage is reminiscent of a golden age of travel. Somehow, I see nostalgia being the new avant-gardism.”
The campaign also includes six new short films called The Art of Savoir-Vivre, directed by Romain Chassaing, who has worked with Louis Vuitton, Stella McCartney, Longchamp and Air Canada. The Belmond films follow a stylish cast of global jet setters travelling from Rio to Venice and excerpts from the campaign have also launched on YouTube.
“I think the world desperately needs fantasy right now,” Champenois added.
Five pop artists have also created stickers and luggage labels for each hotel, train, river cruise and safari lodge, with the idea that guests will be able to build their global collection of stickers as they travel with Belmond; each also has its own travel poster.
Each Belmond asset is now filed under one of five collections - Historic Hotels, Resorts & Nature, Cruises, Trains and Journeys.
A new website full of inspiring content has also been launched; a phased roll out will also include personalised content for guests and a fully integrated booking system.
Champenois added that trade support would also be vital in the roll out.
"Our key trade partners are so important to us - they are our valued brand ambassadors and we hope they feel we have captured the magic and fantasy of staying with Belmond. We are sharing the wonderful new world with them through an email marketing campaign and the sales teams are out in the field encouraging our partners to share, post and engage with our creative assets. Already feedback has been so positive - they love that we have acknowledged our heritage and personality and this resonates with their clients," said Champenois.
