The new global advertising campaign, entitled, The Art of Belmond, is focused on the service offered by Belmond properties and the locations of each of its hotels, river cruise ships and trains. The campaign, which launches today, is centred around the French phrase ‘Savoir-Vivre’ which is the knowledge of life and living well.
It includes six cinematographic films, and print and digital adverts aiming to please existing customers, and potential ones. Belmond is hoping the new campaign will attract younger customers, particularly wealthy millennials.
Belmond has also created a series of collectible travel stickers which reflect the personality of different experiences. Five pop artists have created one for each hotel, train, river cruise and safari lodge. Guests will be able to build their global collection of travel stickers as they travel with Belmond.
Five new travel posters have also be created reflecting different themes – historic hotels; resorts & nature; cruises; trains and journeys.
Arnaud Champenois, senior vice president of brand and marketing at Belmond, said: “The spirit of the campaign is to celebrate these magical Belmond hotels, trains and cruises with a bit of nostalgia. Our heritage is reminiscent of a golden age of travel but at the same time there is an ‘art of savoir-vivre’ that fizzes through everything.
“Somehow, I see nostalgia being the new avant-gardism.
“There is also a bit of joyful fantasy in what we have created; I think the world desperately needs fantasy right now.
“The new campaign articulates who we really are and celebrates our heritage and the authenticity of our individual properties. At the same time, it tells the story of why all these beautiful properties belong together, united under the Belmond flag.”
Belmond is also introducing two new guest experiences – First Light with Leica Sport Optics and Exceptional Music in Exceptional Locations with London Philharmonic Orchestra.
The former celebrates first light at resorts including Belmond Hotel Cataratas in Iguassu Falls; Belmond La Residencia in Mallorca; and Belmond Mount Nelson Hotel in Cape Town.