Peninsula weaves content marketing into new website

As companies embrace storytelling as a way to engage customers, hospitality, travel and tourism is a natural industry for this new style of brand engagement.

With this in mind, The Peninsula Hotels website has undergone a complete overhaul that aims to tell a deeper story about the brand history of its properties, enhancing the digital visual impact with heavy use of videos and photography.

Launching in English, Simplified Chinese, Japanese and French (to mark the up-coming launch in Paris on 1 August), with additional languages to follow, the experiential new website leads with three navigate bars including Peninsula Experience, PenCities and Moments.

The digital experience starts with the hotel history. By clicking Peninsula Experience, users can trigger a full-screen slideshow titled “The Story of How It All Began" to learn the group's over 100 years heritage and its development form Asia to Europe.

PenCities provides online luxury lifestyle journal spanning all Peninsula cities, featuring fine dining, entertainment, shopping, design, nightlife, spa and wellness and a travel guide LUXE City Guides.

The Moment section is an advance features on-property events from all Peninsula cities. This section also allows access to The Peninsula Magazine, adding another layer of customer engagement on its content-driven site.

Additional contents include interior and exterior photography, short films and behind-the-scenes clips showcasing events, interviews and recipes.

Both the site's desktop and tablet versions are integrated with social media to provide functionality to easily share content and connect to social platforms without leaving the website. An optimised mobile version will come shortly.

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