Langham's First TV Commercial, "The Butler",
Depicts the the Langham London Opening in 1865
HONG KONG, April 3, 2006. Langham Hotels International (LHI) won two prestigious awards with its first TV commercial, "The Butler", at the Golden City Gate Film Competition, which took place during ITB Berlin on 11 March, 2006. The TV commercial was granted the 5th anniversary grand prize, "The Diamond Award" and the First Prize under hotel category for 2006.
"The Butler" depicts Langham's legendary history and its dedication to service and hospitality for over 140 years. Developed by Ogilvy & Mather Advertising Hong Kong and directed by David Tsui, it portrays the journey of the Langham Butler as he attends to the needs of our distinguished guests from the modern day all the way back to 1865, when The Langham London was opened by the HRH Prince of Wales. "The Butler" successfully conveys the core message, "The Legend Lives Since 1865".
The annual Golden City Gate Film Competition offers a platform for cities, regions and travel industry players to showcase their best tourism promotional videos. The competition recognises the most outstanding entries based on visual performance, sound track quality, emotional impact, information value, as well as concept and creativity.
This year, in recognition of the Golden City Gate's 5th anniversary, all films which have been submitted during the past years were invited to compete for the grand prix, "The Diamond Award". LHI's winning TV commercial, "The Butler", was selected from over 300 professional videos by a notable panel of international marketing and tourism experts, journalists, hotel managers, travel industry and diplomatic corp representatives.
"The Golden City Gate is well known as the travel industry's equivalent of the Oscars. To receive the highest recognition in such a renowned competition is a strong validation of the creativity and technical excellence of our TV commercial, and its ability to convey the essence of the Langham brand," said Brett Butcher, Senior Vice President - Sales & Marketing of Langham Hotels International.
The "Butler" also won the 2006 PATA Gold Award in the Travel Advertisement - Electronic Media category in February 2006. The award-winning TV commercial is currently showing on regional TV stations, such as CNN, BBC World, Discovery Channel, as well as local TV stations in London, Boston, Sydney, Melbourne, Auckland, Hong Kong and mainland China. This is complemented by presentations on major in-flight entertainment channels, including United Airlines, British Airways, Cathay Pacific, Dragonair and Qantas.
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