The group's campaign uses Annie Leibovitz' photographic genius to showcase hospitality's bedrock: pageboys, maids, and other staff
Who are the true celebrities in a posh hotel? At the Peninsula Hotels, it seems it's the staff, as evidenced by the hotel group's current global advertising campaign, which features images of staff members taken by renowned celebrity portrait photographer Annie Leibovitz.
The impetus behind the "Portraits of Peninsula" campaign was to go to the heart of the guest experience at Peninsula properties. "So much of what makes Peninsula's style of hospitality special is the personal connection our staff have with guests," says Peter C. Borer, the Peninsula Hotels' chief operating officer. Travelers seem to agree; all seven of the group's properties feature in the U.S. editions of Travel + Leisure's "The Greatest Hotels in the World 2005" and Conde Nast Traveler's "2005 Gold List -- World's Best Places to Stay" lists.
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Source - BusinessWeek
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