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In order to call attention to the style and heritage of its offerings, Orient-Express Hotels launched a new branding campaign.
The company, based in London, worked with marketing firm Rawle-Murdy Associates in Charleston, S.C., to create the $1 million print, direct-mail and Internet effort, which broke recently.
The campaign tells stories of journeys people took to the hotels, showing how distinctive the properties are, as well as revealing their histories.
"We want to achieve overall awareness for the customer at the same time we reinforce our brand image," said Madison Toms, marketing director of North America for Orient-Express.
Direct mail is geared mostly to repeat customers and a business-oriented clientele.
Brochures are silver, celebrating the company's 25th anniversary, and are designed to
look like storybooks.
The company's Web site (www.storiedhotels.com) shows viewers where the hotels are located, prices and packaging information.
Print ads are appearing in The Wall Street Journal and Wine Spectator. -Nora Kile