NEW YORK—Loews Hotels has debuted “Welcoming You Like Family,” a multichannel brand campaign utilizing video, photography, digital experience platforms and on-property touchpoints. The campaign defines Loews as more than simply a collection of hotels, but a brand deeply rooted in welcoming and caring for guests like family.
“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,” said 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, captures the powerful feeling of belonging, familiarity and comfort that characterizes the Loews guest experience, according to the company.
The “Welcoming You Like Family” brand message stemmed from a positioning exercise Loews Hotels conducted through internal stakeholder interviews, external focus groups and a multidisciplinary 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 Hotels 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 safely, and warmly, guide guests through their stay.
Campaign taglines include “a smile that says you’re home” and “the space to be yourself.” Visuals that illustrate “Welcoming You Like Family” include a grandfather and his granddaughter playing chess, children jumping on the bed and a Loews team member welcoming a four-legged guest. Photographer Patrick Michael Chin was engaged for the campaign imagery.
“At Loews, we understand that the future of travel is contingent on how hospitality brands make guests feel,” said Sarah Murov, VP, 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. Through ‘Welcoming You Like Family’ we aim to do just that.”
Additionally, “Welcoming you Like Family” will become the name of the company’s new and enhanced protocols and standards.