Waldorf Astoria Hotels & Resorts has announced the debut of the ‘Live Unforgettable’ campaign – a repositioning of the brand to highlight its unique experiences.
Backed by extensive consumer insights, the campaign pairs the brand’s legacy with an unexpected, playful take on True Waldorf Service.
“The majority of luxury campaigns in hospitality look the same; however, luxury consumer preferences continue to change,” said Kellyn Smith Kenny, chief marketing officer at Waldorf Astoria Hotels-owner, Hilton.
“Knowing that the luxury landscape and the needs of our customers are evolving to be more experience-driven, we have created a campaign that is fresh, digitally-led and grounded in a deep understanding of rising consumer expectations.”
In analysing luxury travel today, Waldorf Astoria identified an increasing number of consumers who seek the ever-elusive sense of place to be present.
Millennials, Generation X and the growing affluent female market are also significantly reshaping the luxury landscape.
As the world becomes increasingly preoccupied with the latest technologies and the lines between professional and personal success continue to blur, living in the moment feels more unattainable than ever.
Insights indicated that those who seek this sense of place want the classic luxury of iconic hotels – with a modern flare – to create unforgettable experiences and live their lives to the fullest.
‘Live Unforgettable’ is the alchemy of Waldorf Astoria’s True Waldorf Service, iconic environments and its guests’ desire to live in the moment.
When these three elements come together at a Waldorf Astoria, every moment from the routine to the grand can be transformed into the unforgettable.
The new campaign cleverly combines what is true to the brand’s heritage, True Waldorf Service, while recognizing what resonates with the next generation of consumers who are reshaping luxury.
The campaign creative blends the timeless with the timely, the humorous with the bold, and the expected with the unexpected, underscoring Waldorf Astoria’s commitment to truly anticipatory service, with a twist.
Set in the inspirational environment of Waldorf Astoria Versailles, Trianon Palace, the campaign’s storylines are a playful take on the brand’s relentless commitment to delivering True Waldorf Service – no matter how unique the request – which in turn allows guests to enjoy unforgettable experiences.
The campaign was photographed by Ward Ivan Rafik and directed by Columbine Goldsmith – two well-known artists in the fashion industry who have worked top luxury fashion brands – and will be told primarily through digital content that leverages both demographic and behavioural targeting to reach today’s luxury traveller.