Langham Redefining Two Brands

The Langham and Langham Place

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. October 14, 2008

OCTOBER 24, 2007. Langham Hotels International (LHI) has redefined its two brands - The Langham and Langham Place, to suit the diverging needs and expectations of its guests. While both are well placed in the luxury hospitality segment, the brands have been re-positioned to more thoroughly embrace their specific customers through the delivery of a new level of distinctive and brand explicit guest experiences.

This strategic move comes at a time when the group's accelerated expansion plan is taking shape with a growing hotel portfolio, particularly in the China market. The introduction of The Langham and Langham Place brands creates a powerful platform for LHI's upcoming development, further strengthening its position as one of the world's leading luxury hospitality groups.

The Langham and Langham Place brands both exude unique personalities which are expressed through every single customer touch point, from interior design to music; from service nuances to in-room amenities.

The Langham offers Enchanting Hospitality - a classic, timeless European luxury dating back to 140 years ago when Langham's flagship hotel in London was first opened in 1865. Elegant and refined, it offers a tranquil pressure-free haven and exhibits a sense of familiarity. The Langham resides in primary locations worldwide, serving guests who love to be pampered and who desire the finest authentic luxury hotel experience.

Langham Place, the younger sibling of The Langham brand, represents five-star Stimulating Hospitality. Langham Place is a paradigm shifter, igniting guests' inspiration with an individual sense of vitality and flair. Refreshing and modern, this brand aims to reach a group of customers who are adventurous, fun-loving and young at heart. "This is the moment for Langham Hotels International to outline clearly our strong brand strategy. Langham hotels have long been recognised for their quality and excellence and with well articulated and powerful brand platforms we are creating a compelling and enduring relationship with all stakeholders, building market share through inspiring hospitality products," said Brett Butcher, Senior Vice-President - Sales and Marketing, Langham Hotels International.

Coinciding with the launch of the two brands, LHI has unveiled a new global corporate identity and advertising campaign that effectively translates the brand essence of our two brands into visible and tangible reality. Steering the project is Chandelier, a young and dynamic New York-based creative agency. As fashion advertising experts and aficionados, the team at Chandelier brings a fresh perspective to our brands, extending the boundaries of a typical hotel campaign.

"The Langham brand is depicted as a wonderland, communicating the enchantment and romance of the brand through a fairy tale theme. The stimulating Langham Place, on the contrary, is portrayed as a playground. Using strong imagery and punchy copy, this campaign focuses on profiling the sense of individuality of the hotel as well as its guests," added Brett Butcher.

The new corporate image will be highly visible in all marketing and printed collaterals, including brand specific guest room communication. In the case of Langham Place the room collateral not only embraces the brand's sense of humor and imagination but enhances the total guest experience.

As part of the brands launch, LHI has also introduced "Langham Pink" as the new corporate colour. While the pink treatment differs in the design direction of each brand, "Langham Pink" plays an integral role in creating the sense of consistency linking the two. Langham Hotels International manages five luxury properties under The Langham brand across four continents, namely London, Boston, Hong Kong, Melbourne and Auckland. The first Langham Place Hotel opened in Hong Kong in 2005, and three new additions are scheduled to open in China - with two in Beijing (2008) and one in Changchun (2009), as well as Langham Place's first resort in Krabi, Thailand opening on January 1st 2008.