The Hospitality Sales & Marketing Association International (HSMAI) have awarded Langham Hotels and Resorts two Gold Adrian Awards for advertising and digital marketing excellence for its winning entries in the 59th annual Adrian Awards, the largest and most prestigious travel marketing competition globally. These awards were bestowed upon Langham in recognition of two recent launches – the new Langham Hotels and Resorts website, which launched in early 2015; and The Art of the Stay ad campaign, intended to re-introduce the two styles of the Langham Hotels and Resorts brand to a broader swath of consumers. These will be Langham’s first HSMAI awards.
“We are thrilled to be recognised by the Oscars of the hospitality industry – the HSMAI Adrian Awards – for these achievements,” says Simon Manning, vice president of sales and marketing of Langham Hospitality Group. “Not only did we create a best-in-class hotel group website and a corresponding ad campaign to re-introduce our brand in the luxury market, but we’ve been recognised by our industry peers for doing so, and we couldn’t be more proud.”
The awards and campaigns were:
Gold Winner: Digital Marketing, Website for Langham Hotels & Resorts, LanghamHotels.com
In 2014, Langham Hospitality Group began the process of conceptualising the new digital platform for its luxury hotel brand, Langham Hotels &Resorts. Working with award winning creative agency POSSIBLE, there were key objectives the company sought out to achieve with this project including creating the first global luxury hotel brand website that was truly responsive across all device types (desktop, tablet, mobile); introducing a customised and rich destination section on the website, curated by Langham’s own concierges from around the world; integrating the brand’s Chuan Spa reservations system to allow for real-time treatment bookings online; drive increased reservations through this branded channel; and, overall, creating a stunning website that was visually engaging and easy to navigate.
Gold Winner: Advertising, Complete Campaign for The Art of the Stay Campaign
The Art of the Stay advertising campaign, the lynchpin for a broader marketing plan on behalf of Langham Hotels and Resorts, was created to not only strengthen the existing Langham customer base to build brand loyalty and but to attract new potential customers within the luxury lifestyle sphere. Through its fashion-forward styling, it speaks to some of the world’s most discerning travellers, who aspire to the highest level of impeccable service, design and style – what Langham refers to as “the Art of the Stay””. The campaign redefines the positioning of Langham Hotels and Resorts as “One Brand Two Styles”, showcasing the aesthetic differences between The Langham and Langham Place hotels, and delivers to potential developers and investors a distinctive brand image that differentiates the level of luxury and sophistication that Langham offers. The ad campaign was created by Langham Hospitality Group with New York-based agency AR New York. In keeping with the theme of “the Art of the Stay”, the campaign features key art works installed at Langham hotels, including paintings by American master Alex Katz and famed Spanish sculptor Jaume Plensa. The first Art of the Stay ads ran in 2015 in global publications, including Departures and Conde Nast Traveller, with a billboard installation at New York JFK airport and video representations on international carrier Cathay Pacific and its affiliate Cathay Dragon.
To build upon the successes of the ad campaign and to further engage with the brand’s target audience, Langham Hospitality Group launched its first social media campaign on 16 February primarily on the Facebook channel and on a unique site at www.theartofthestay.com. Participants who click on the campaign link will be taken on an interactive mapping journey to determine their “style” – either classical or contemporary – after which they stand a chance to win a three nights’ stay at The Langham, London or Langham Place, New York plus 250,000 Asia Miles.
The social media campaign ends 8 March 2016.