NEW YORK — Loews Hotels has launched “Welcoming You Like Family,” a dynamic multi-channel brand campaign, utilizing video, photography, digital-experience platforms and on-property touchpoints.
“In 2019, we began the process to identify a much-needed opportunity to define a new brand message that captured what makes Loews Hotels different,” says Jonathan Tisch, chairman & CEO, Loews Hotels & Co. “Welcoming You Like Family clearly defines the brand and what our hotels do best, which is care for guests just like we care for our own family. While deeply ingrained in our DNA, this message resonates now more than ever in the age of COVID-19, and there couldn’t be a better time to stand behind what makes Loews unique in the industry.”
The new campaign, which has been under development for more than a year, strives to capture feelings of belonging, familiarity and comfort. The Welcoming-You-Like-Family brand message stemmed from a positioning exercise Loews Hotels conducted through internal-stakeholder interviews, external focus groups and a multi-disciplinary internal workshop. The findings led to the conclusion that what ultimately differentiated the Loews brand was its commitment to caring for guests just like family.
Loews partnered with creative and branding agency, Winkreative, for additional insights gathering, conceptualization, execution and production to bring the new campaign to life. The rollout of Welcoming You Like Family includes a comprehensive advertising campaign, refreshed visual identity and omni-channel marketing activation, including the Loews website, hotel rooms and social-media networks.
On property, the campaign is further reflected as part of the “new normal” with signage and touchpoints throughout hotels to guide guests through their stay. Additionally, Welcoming you Like Family will become the name of the company’s new and enhanced protocols and standards.
“At Loews, we understand that the future of travel is contingent on how hospitality brands make guests feel,” says Sarah Murov, vice-president, Communication & Brand, Loews Hotels & Co. “While important, guest comfort needs to go beyond simply communicating cleaning protocols and statistics. Brands need to find a way to connect with their guests and ensure that a human element to travel remains, even in our currently physically distanced world.”