Move to include first ever large-scale ad campaign
Orient-Express Hotels has launched a new brand, Belmond, under which the luxury property owner and operator will market its collection of hotels and travel experiences.
The Belmond brand will come into effect for marketing from March 10 and encompasses Orient-Express’ portfolio of hotels, trains, safaris and river cruises, with the name to be carried alongside each individual property brand.
Orient-Express expects the new brand to “heighten awareness” about its offerings by making them “easier to recognise, navigate and explore”.
Ralph Aruzza, chief sales & marketing officer: “We will support the launch of Belmond with a sizable investment of US$15 million in enhanced promotional and marketing initiatives. This will include new websites, social media and our first ever large-scale advertising campaign.”
The new name is “designed to increase brand recognition in order to drive growth by attracting new guests and stimulating visits from existing customers across the breadth of the iconic hotel and travel collection,” the company said.
[pictured: Orient-Express Hotels’ newest property El Encanto, Santa Barbara, California; photo courtesy Orient-Express Hotels]