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April 7, 2011

The Leading Hotels Of The World Re-Brands

By Pardhasaradhi Gonuguntla

New York, New York – Reported by Elite Traveler, the Private Jet Lifestyle Magazine

In its continued effort to preserve, enhance and invent the art of independent hotel-keeping, The Leading Hotels of the World (LHW) has launched a comprehensive re-branding with a vibrant advertising campaign, sleek new logo and a completely updated hotel directory.

“The branding campaign is absolutely consistent with our strategy—one that is in fact deeply rooted in our history—that is to champion independent luxury hotels, those that offer a truly unique and authentic experience rather than a corporate mandated sameness. The primary tagline—All Kinds of One-of-A-Kind—conveys the true spirit of our very individual hotels, while bringing them together under one umbrella,” says Ted Teng, president and CEO of LHW.

Furthermore, the campaign focuses on LHW’s market sweet spot: The intersection of luxury, global scale and independent-minded hotels, tagged as The World’s Largest Collection of Utterly Unique, Boldly Independent Luxury Hotels.

The brand’s makeover brings with it a completely revamped Directory of The Leading Hotels of the World, which has been redesigned both visually and editorially. It will inspire readers to explore new options and experiences at an extremely diverse array of hotels. Teng comments: “Its purpose is more inspirational, to motivate travelers to embark on enriching journeys of discovery—of far-off places, intriguing traditions and alluring cultures.” This first edition of the new directory pays homage to family-owned properties, providing family histories of owners of some of the most legendary Leading Hotels, many for at least three generations. “It is personal stories about passionate individuals like these which really set the organization apart,” Mr. Teng concluded.

www.lhw.com

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