Defining The Salamander Experience

Salamander Hotels & Resorts

Challenge
The Salamander Collection of hotels and resorts is a remarkable portfolio of luxury properties. However, as this impressive collection grew with new acquisitions, the brand simply didn’t feel like a unified front. We were asked to find a way to bring the collection together, while boosting awareness of the Salamander brand.
 
Solution
Turn the founder into a brand name. In this case, the amazing and accomplished hotelier, philanthropist and entrepreneur Sheila C. Johnson. Ms. Johnson, or “Sheila” as referred to in our campaign, became the voice for the entire collection. Given that Sheila is truly the ultimate expression of the Salamander brand through her sense of luxury, style and gracious hospitality, we created an authentic voice and positioning for Salamander Hotels & Resorts. Followed up by an international print and robust digital campaign, the collection continues to see an impressive boost in bookings, with a number of new properties slated for opening in the coming months ahead.