How do you best introduce a global hotel brand and its one-of-a-kind properties?
Zig when others zag.
In the five-star realm, luxury and all its trappings are the price of entry; today the experience and a lasting memory are the thing. So evoking the experience should mean much more than describing the service or the thread count of the sheets. And indeed it does. The same sensibility is translated online and supplemented with tactical newspaper ads, a new one every week.