The Peninsula has unveiled a new global campaign to honour the diverse individual histories of the employees who contribute to its hotels’ highly personal guest experience.
Also known as “Peninsula Perspectives”, the campaign follows on from the hotel’s two most famous and long-lived advertising campaigns which have prominently featured team members, offering a modern and intimate tribute to its hotel employees. Set to launch in late January with a gradual, global roll-out, the campaign will encompass a series of personally narrated video spots in which Peninsula employees reflect, in their own words, about the personal journeys that led them to The Peninsula, and the relationships they have cultivated with the cities where they live and work.
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The first phase of the campaign highlights three female team members at three Peninsula properties including the brand’s flagship hotel in Hong Kong and its two new European locations, The Peninsula Istanbul and The Peninsula London. The trio of in-depth video profiles selected to launch the campaign, which chronicle the personal journeys of three different female Peninsula team members, reveal the wide variety of experiences employees bring to their roles.
One spot, The Peninsula Hong Kong featuring Connie Lo, a female driver in what is typically a male-dominated profession, conveys the perspective of a lifelong city resident. Lo describes how a childhood spent exploring Hong Kong’s mountains and parks fueled her appreciation for its natural beauty – which she now shares with guests who ride with her in one of the hotel’s customised Rolls-Royces.
Another campaign video profiles Pamini Hemaprabha, director of services at the soon-to-open Peninsula London, expresses the viewpoint of a city newcomer discovering the wonders of her adopted home. In voice-over narration, Hemaprabha recounted her bold decision to leave her home country of India to seek fulfilment oceans away. Meanwhile, the third video spotlights Janset Barlas, the director of rooms at soon-to-open The Peninsula Istanbul which will be opened on the 14 February, tells yet another kind of backstory: one of departure and return. Barlas is an Istanbul native and travels all over the world, including in New York where she work at The Peninsula New York before the cherished traditions and welcoming warmth of the city drew her back.
“With Peninsula Perspectives, we aim to showcase the extraordinary team members that are our brand’s most priceless resource. We recognise that, even more than our elegant facilities and vibrant locales, it is our employees that make The Peninsula experience truly exceptional. They offer our guests a genuine, human connection to our hotels’ enchanting and dynamic destinations," said Peter Borer, chief operating officer of The Hongkong and Shanghai Hotels, The Peninsula’s parent company.
Furthermore, the campaign will include a collection of print advertisements, each featuring a photographed portrait of a Peninsula team member in their home-city location that holds a deep personal significance for them. The video spots will also be supplemented by print-advertising portraits including front-desk team members, baggage handlers, and the designers and chefs who helped create the aesthetic of the newest hotels.
The video spots are created by Hong Kong based creative agency Carbon, while the print portraits are from Manila-based photographer Francisco Guerrero, representing a diverse array of employee experiences. The advertisements will appear in a variety of audience-targeted print and digital media, feature Peninsula team members ranging from front-facing executives to behind-the-scenes creative artists and service providers, and from relatively new hires to those who have worked with the brand for decades.The videos, portraits, and stories of The Peninsula’s team members behind The Peninsula’s new global brand campaign can be seen on the campaign's website.
MARKETING-INTERACTIVE has reached out to The Peninsula for further information.
The first, “Portraits of Peninsula,” which ran between 2004 and 2011, was comprised of a collection of black-and-white photo portraits by renowned American portrait photographer Annie Leibowitz – showing Peninsula Pages, valets, housekeepers, and others, performing their daily responsibilities around the world.
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