ROSEWOOD Hotels & Resorts relaunched yesterday with a new brand identity, a rejuvenated website and a new hotel programme, as the company makes further inroads into Asian and European markets.
A new brand logo incorporating Rosewood’s trademark A Sense of Place philosophy as well as seals for each individual Rosewood hotel have been designed.
In a departure from usual hotel advertising, Rosewood’s latest marketing campaign Living Canvas features striking black-and-white images taken in Beijing, New York, Abu Dhabi and Mexico. These images and video footage captured on site will be used in key print platforms in North America, Europe, the Middle East and Asia as well as electronic advertisements and Rosewood’s revamped website.
The spruced-up site will also carry insiders’ guides by a select group of tastemakers and high-profile personalities from Condoleezza Rice and Piers Morgan to Nina Garcia and Sarah McLachlan. This forms part of Rosewood’s new signature hotel programming known as Rosewood Curators. Beginning with 14 Curators, Rosewood will add more Curators on a regular basis.
Rosewood Hotels & Resorts is on an expansion binge, with a host of new properties in the pipeline: Rosewood London (October 2013), Rosewood Beijing (early 2014), Rosewood Dubai (2015), Rosewood at Baha Mar Nassau, the Bahamas (2015), Rosewood Phuket (2015), Rosewood Chongqing (2015), Rosewood Tanah Lot Bali (2017), and Rosewood Jakarta (2017).
Rosewood Hotel Group, the owning company of Rosewood Hotels & Resorts, was earlier this year rebranded from New World Hospitality. The company explained that the move made sense as the Rosewood brand, which New World acquired in 2011 for US$229.5 million, is the most widely represented (TTG Asia e-Daily, May 30, 2013).
