The Former Orient-Express Hotel Brand Touts Experience in First Ad Campaign As Belmond
Skift Take
The copy-heavy Belmond hotels print advertising campaign, its first, is an interesting experiment for the new brand. It is inspirational and experiential, but will it resonate with today's on-the-go, smartphone-in-hand travelers? We'll see.
UK-based Belmond, which rebranded earlier this year from its former name, Orient-Express Hotels, has launched its first advertising campaign, an unorthodox mix of long-form print ads sans tagline and rich media banner ads.
The Belmond Captures ad campaign, created by Ralph Aruzza, Belmond's chief sales and marketing officer, and Agency Sacks in New York, is 65% print and 35% digital, and has a 2014 budget of $3 million.
The campaign is a couple of weeks old, and in the midst of it all the brand's handlers didn't mind at all that th
