EXPRESS ADVERTISING

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.