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September 29, 2011updated Feb 08, 2013

Orient-Express Launches New Advertising Campaign

By Pardhasaradhi Gonuguntla

New York, NY – Reported by Elite Traveler, the private jet lifestyle magazine

Orient-Express, which unites a collection of 49 internationally renowned luxury hotel, river cruise and rail experiences across 24 countries, is bringing its rarefied world to life via a new digital advertising campaign comprised of nine short films. The eight week brand recognition campaign will introduce the enticing experiences to be found at selected properties using rich media placed on a variety of lifestyle and travel websites. These will link to microsite www.orient-express.com/journeylikenoother.

The iconic brand worked with Chandelier Creative and Swedish film-maker, Kalle Gustafsson, who is celebrated for his stylish fashion photography and work with luxury brands. The Orient-Express films, reminiscent of a Wes Anderson feature in their vintage wash and enchanting cinematography, are set to commissioned music with narration by distinguished British actor Bill Nighy.

The films follow the travel experiences of an elegant family of four on a worldwide journey. Real staff members were filmed from the diverse properties. Representing the brand are a romantic journey from Paris to Venice on the Venice Simplon-Orient-Express train, a celebratory visit to Hotel Cipriani in Venice, a vacation at the Copacabana Palace in Rio de Janeiro, and a trip to Cuzco, Peru, to explore the delights of Hotel Monasterio, Machu Picchu Sanctuary Lodge, and the Hiram Bingham train.

Chandelier’s creative director, Richard Christiansen, said, “Orient-Express’ authentic travel experiences go beyond the generic ‘luxury’ tagline and take their guests on a journey of discovery, so our concept engages this audience and piques curiosity. We are identifying luxury consumers through targeted placements and then exposing those users to video heavy ‘rich media’ showcasing experiential brand cues rather than simply bookable functionality. This is what defines the campaign in contrast to the mindset of many travel advertisers.”

This awareness advertising campaign is the latest activity in a rebranding strategy by Orient-Express. Orient-Express is currently ranked first in its competitive set of 12 global luxury hospitality brands in the areas of service and emotional intelligence by Leading Quality Assurance.

www.orient-express.com

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