Pedone Changes Focus in Waldorf Effort

NEW YORK Pedone and Partners will bow two print ads for the Waldorf Hotels that switches the luxury venue’s focus from upscale business travelers to leisure travelers, particularly gays and lesbians.

The ads compare the New York hotels—both the Waldorf-Astoria and Waldorf Towers—to rare flowers and gems, showing the building’s silhouette as the third in a progression. In one, where the Waldorf is shown beneath two jewels, the copy reads, “Two brilliant hotels. One legendary location.”