THE BACKGROUND
Part of the Hilton family, Conrad is a worldwide luxury hotel brand. Having recently refurbished all its hotels, it wanted to relaunch the brand to its stakeholders all over the world, including journalists, investors, employees and future guests.

THE BRIEF
Conrad asked us to produce unique marketing materials for the launch, focusing on the brand’s new market position and direction, and differentiating it from other Hilton brands. We had to start work while waiting for many images of the refurbished hotels to be released, but as it turned out, this actually helped shape our approach.

THE RESULT
We produced a series of short videos to introduce the hotels gradually, as the images became available. The first video included aspirational images to emphasise Conrad’s position in the luxury market, and to leave a ‘cliffhanger’ for the next video in the series.

The videos proved so effective in drawing audiences and getting the brand message across, Conrad asked us to produce edited versions for advertising slots – for example on Virgin and Continental Airlines in-flight entertainment, screens in hotels, and promotional iPods.

Iteration of the brand launch sting

Virgin in-flight advert

Conrad Maldives video