Rosewood boosts brand ahead of global expansion

TD Guest Writer

Guest Writers are not employed, compensated or governed by TD, opinions and statements are from the specific writer directly

Rosewood Hotels & Resorts, the US luxury brand recently acquired by Hong Kong’s New World Hospitality, has embarked on a major new brand campaign ahead of its global expansion.

The company has unveiled a series of new branding initiatives under the title ‘Living Canvas’, including print and online advertising campaigns, a revamped website and celebrity endorsements. Rosewood said the new campaign is intended to drive more awareness in the brand from high-end travellers, or what it terms “affluential explorers”.

Piers Morgan is one of the celebrity ‘Rosewood Curators’
Piers Morgan is one of the celebrity ‘Rosewood Curators’

“Today’s traveller is someone who is more interested in ‘the journey’ rather than ‘a trip.’ Luxury is increasingly defined by experiences not by objects and delight is found through discovery rather than display. Therefore the Living Canvas campaign is purposefully as much about the destinations as the properties,” explained Sonia Cheng, CEO of Rosewood Hotel Group, the brand’s recently rebranded owning company.

“But this relaunch goes deeper than just graphics and advertising, it also reaches to the heart of our operational philosophy which is to offer unique and authentic experiences,” she added.

As part of the rebranding process, Rosewood has created a new logo, while the advertising campaign will use black and white photography and four destination videos, shot in Beijing, New York, Abu Dhabi and Mexico.

The new website will feature a greater use of imagery, sound and video, and also features a new range of destination guides. The company has also employed a high-profile line-up of ‘Rosewood Curators’ to discuss each Rosewood destination. These include Condoleezza Rice and Piers Morgan.

Rosewood’s rebranding comes ahead of a major global expansion for the company, which will see it double its current portfolio within five years. The roll-out will start in October this year with the launch of the Rosewood London, and will be followed by the opening of the Rosewood Beijing in early 2014. Then in 2015 new Rosewoods are expected to open in Dubai, the Bahamas, Phuket and Chongqing, while the Rosewood brand will enter Indonesia in 2017, with new hotels planned for both Jakarta and Bali.
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