Waldorf Astoria

Branding A Luxury Collection

Challenge

Hilton Hotels Worldwide asked YES to create and launch a new luxury hospitality brand to be the crown jewel in their family of brands portfolio – targeting an over-saturated and discerning consumer (and attracting a younger demographic) among a field of established players.

Insight

Luxury consumers are looking for more than hallmark features; while luxury can be perceived as subjective, the WA collection of properties offered something more Рproperties with unique architectural, cultural and historical caché and the opportunity for guests to immerse in one-of-a-kind experiences elevating the overall appeal to create a stronger brand connection and preference.

Solution

We created a comprehensive and integrated brand campaign that featured and brought together unique elements of each property, placing guests in the setting while evoking a sensorial and emotional sense of discovery to build the brand connection. Contemporizing ideals of heritage and legacy were also key components to achieving a shift in the guest demographic by a decade within the first six months of the campaign.

What we did

ADVERTISING & MARKETING
ART DIRECTION
BRAND IDENTITY
COPYWRITING
DIRECT MAIL
IN-ROOM COLLATERAL
LOGO DEVELOPMENT
PHOTOGRAPHY
PRINT ADS
STRATEGIC DEVELOPMENT
WEBSITE