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.” In the other, where the Waldorf is shown beneath exotic flora, the copy states, “Two rare hotels. One legendary location.”

In the past, the hotels have been marketed separately: the Waldorf as a grand hotel with a sophisticated New York heritage and the Towers as a boutique, super-luxury locale. The new ads blur the brands in an effort to present upscale travelers with both options in one location, said a representative of the New York agency.

Traditionally, the Waldorf properties have targeted the individual business traveler and weekend leisure traveler. This campaign will instead use niche marketing to reach out to leisure travelers, particularly gay and lesbian travelers, typically high earners with limited family obligations. Also targeted are seniors, who today represent 80 percent of all luxury travelers and who spend 74 percent more on a typical vacation than 18-49 year olds, according to the agency.

The new print campaign will begin running in the April 19 issue of The New Yorker, the April-June editions of Out Traveler and the May issues of Passport magazine.