East debuts first brand campaign

East, the business lifestyle hotel brand under Swire Hotels, has unveiled a fresh look with its new branding campaign Where It All Starts, which rolled out last month across the brand’s social media and digital platforms.

Named after the place where the sun rises, East was born 10 years ago in Hong Kong, at a time when co-working spaces and creative business hotels weren’t commonplace.

East encourages guests to work playfully and play productively at its lifestyle hotels

In the face of stiffer competition where business travellers are spoilt for choice, East’s brand campaign seeks to accentuate its positioning as “a business playground perfectly suited to today’s world where work and play blend seamlessly together”.

With locations in Hong Kong, Beijing and Miami, East hotels feature cafés, meeting spaces, co-working zones and early evening bars, in addition to rooftop bar, gym, pool and wellness programmes.

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