The Langham Hotels & Resorts has unveiled its new logo and brand campaign, “Celebrate the Everyday.” 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, while the campaign will be launched through video, photography and digital platforms.
The new campaign addresses a key priority that Langham Hospitality Group CEO Stefan Leser believes is essential to The Langham’s long-term success within an evolving luxury consumer mindset: To raise the awareness of the brand as an ultra-luxury contender.
“We have consistently high favorability ratings and reviews amongst our guests about our hotels,” Leser says in an official release. “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.”
Different from the brand’s previous campaigns, which portrayed fairytale-like scenarios, “Celebrate the Everyday” uses highlights from real-life guests’ experiences (for example, a surprise dinner for two at a Michelin-starred Cantonese restaurant, an impromptu family picnic on a garden terrace, a weekend with best friends in the suite) told through the perspective of one protagonist.
Leser says that the different look was intentional. Where the previous campaigns depicted models in languid, detached poses attired in formal dress, The Langham wanted to better reflect the real-life celebrations that take place at the properties with the new marketing.
Filmed on location in and around The Langham hotels in London, New York, Chicago, Hong Kong and Sydney, the campaign was guided by creative director Alex Delgado and still photographer Tom Craig.
“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.