The Langham Hotels & Resorts Introduces New Logo and Global Brand Campaign: “Celebrate The Everyday”

The Langham Hotels & Resorts unveils today its new logo and brand
campaign to affirm its well-earned position within the ultra-luxury
hotel segment. Through the use of video, photography, and digital
experience platforms, “Celebrate The Everyday,” which has been a
year in the making, draws on The Langham brand’s respected reputation to
set the scene where people choose to celebrate their lives’ most
significant milestones.

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The Langham Hotels & Resorts launches New Global Brand Campaign: “Celebrate The Everyday” (Photo: Business Wire)

“As The Langham brand grows with new hotels being established throughout
the world, we wanted a landmark campaign that clearly defines those rare
and exceptional things that characterize true luxury and what our hotels
do best,” said Stefan Leser, chief executive officer of Langham
Hospitality Group.

“For the past year, we have been listening to our guests and immersing
in deep-dive discussions about what they want from their luxury hotel
experience, and the answer was right there staring at our face all
along: people come to The Langham to create joyful memories for their
future. They are trusting that their most special occasions, be they big
or small, will be cherished and valued by us. And we realized then that
there’s really no bigger honour for hoteliers than to fully own that
mantle of celebrations and play a part in creating these wonderful
memories for our guests.”

The new campaign also addresses a key priority that Leser believes is
essential to The Langham’s long-term success within an evolving luxury
consumer mind-set: to raise the awareness of the brand as an
ultra-luxury contender to match the reality of The Langham hotels’
exemplary service and stellar product offerings.

“We have consistently high favourability ratings and reviews amongst our
guests about our hotels,” commented Leser. “However, we discovered that
many of them would describe The Langham using terms such as 'best kept
secret' and 'hidden gem.' Whilst flattering and complimentary, however,
that only spurred us to elevate the public’s understated perception of
the brand to match the verified reality of their positive Langham luxury
experience. That was when we decided to amplify our marketing voice with
this campaign, which will, in turn, achieve fundamentally beneficial
results for the company in terms of raising its brand value.”

Unique to the brand’s previous platforms which were inspired by
whimsical takes on fairy tale-like scenarios, “Celebrate The Everyday”
features vignettes of cherished moments from real-life guests’
experiences. These were infused and recreated in the lead character’s
narrative as she reminisced about her treasured memories at The Langham
(e.g. a surprise dinner for two in the depths of a Michelin-starred
Cantonese restaurant, an impromptu family picnic on a sun-dappled garden
terrace, a joyous weekend with best friends in the suite,) – to wit,
scenes that are imbued with kinetic energy, an up-tempo soundtrack, and
the signature Langham pink hues.

Watch the teaser trailer here: https://youtu.be/KiXnkGgV-Ok

If the new campaign looks completely different from its predecessor
which had depicted sleek models in languid, detached poses attired in
resplendent formal dress, Leser said that was purely intentional: “We
wanted 'Celebrate The Everyday' to move away from the stilted postures
and reflect instead the real life celebratory whims of our guests, which
are sometimes spontaneous, a little playful, and a touch irreverent.”

He added, “Being in the luxury level does not mean one has to be stuffy,
conventional and staid. In fact, it’s quite the opposite – I believe
that true luxury lies in the freedom to express joy and humour, and we
at The Langham can help create and share those endearing moments for our
guests.”

Filmed on location in and around The Langham hotels in London, New York,
Chicago, Hong Kong, and Sydney, the brand journey was guided by creative
director Alex Delgado whose work has been championed by iconic
establishments such as Lane Crawford, Ippolita and Revlon, director Ernest
J. Martin (Barneys New York and Bergdorf Goodman) and celebrated
still photographer Tom Craig (Vogue, Louis Vuitton, Vanity Fair
and Net-a-Porter.)

“Celebrate The Everyday” will be rolled out worldwide in phases
throughout the year, with key executions in print publications, online
sites, LanghamHotels.com, hotel rooms, and social media networks.

The refreshed Langham logo draws its inspiration from the brand’s
distinctively British heritage when The Langham, London was opened in
1865 by the Prince of Wales. Known as Europe’s first grand hotel, The
Langham played host at the time to elegant soirees and inspirational
dinners; notable revellers included Oscar Wilde, Sir Arthur Conan Doyle,
Marie Louise de la Ramée, and members of European royalty.

About The Langham Hotels and Resorts

Combining modern sophistication and timeless glamour, The Langham Hotels
& Resorts is globally recognized for its signature pink touches,
exceptional intuitive service, contemporary art collections, and
award-winning culinary expertise. Drawing on the brand’s distinctive
British heritage from the opening of the flagship hotel in London in
1865, The Langham continues the legacy through unwavering commitment in
delivering exceptional experiences in London, New York, Boston, Chicago,
Los Angeles, Sydney, Melbourne, Hong Kong, Shanghai, Shenzhen,
Guangzhou, Hefei, Haikou, Ningbo, Haining and Xiamen. Learn about the
brand by visiting LanghamHotels.com, and follow The Langham Hotels and
Resorts on Instagram (@langhamhotels) and Facebook (@thelanghamhotels)
and Twitter (@thelanghamhotel).

View source version on businesswire.com: https://www.businesswire.com/news/home/20190529005313/en/