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ILTM Review

Leela poised to unveil new identity
December 2011 1452

THE Leela Palaces, Hotels and Resorts is poised to unveil a new corporate identity programme, a significant milestone marking the group’s silver jubilee celebrations, that strengthens its position as a premium luxury brand known for its warmth and authenticity, lavish interiors and opulent design, innovative dining experiences and outstanding technology.

The launch comes at an exciting time when The Leela is in an advanced growth phase. The group recently opened The Leela Palace New Delhi in the heart of the capital’s prestigious diplomatic enclave and a second hotel opening in Chennai is slated for early 2012. Its foray in the luxury retail market was marked this Fall with the opening of its first exclusive boutique store – Amalya. Two additional locations are set to premier in Udaipur later this month and in Chennai next year in 2012.  The group continues to fortify its position as a dining market leader with the successful launch of the first ever Asian outpost of the American fine dining group, the French-Italian Le Cirque, and the highly anticipated opening of internationally acclaimed Japanese restaurant, Megu, of Tokyo and New York in December, both at The Leela Palace New Delhi.

“The Leela stands for the dynamism of new India, a sensory and energizing emotional experience,” said vice president, corporate communications and global marketing Julia Gajcak. “Our brand is about Indian expression, celebrating and bringing alive the richness of a new rising India, proud of its heritage, nature and looking forward to create a richer, vital future.”

The corporate identity project touches all aspects of sales, marketing and operations. On the marketing side the brand is undertaking a website re-launch, creating beautifully-designed sales and marketing collateral, developing a new photographic style, refreshing the corporate and property logos and launching an exciting new series of advertisements at both the corporate and property level. Driven by passion and motivation, the new website reflects the corporate identity of the group and translates the hotels’ opulent and majestic architectural designs, unforgettable luxury offerings and award-winning service into a unique online experience. The newly-built website allows for ease of navigation powered by an intuitive and robust booking engine. It combines the latest high technology with cutting-edge interactive features, innovative design with user-friendly navigation, social media integration and enticing photography with detailed descriptions of the services and facilities of each property.

The new advertising campaign entitled ‘Where Luxury Meets Grace’ speaks to the heart of the brand by bringing out the drama, grandeur and power of The Leela experience – select moments that speak to The Leela guest emotions. The advertisements will be released both internationally and nationally supporting The Leela brand as one of the most luxurious and distinctive hotel groups in India.

The new visual branding and advertising are part of a continued effort to showcase the group as a premiere brand leader to sophisticated travellers around the globe.

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