Peninsula Hotels Partners with Luxe Guides
International hotel group Peninsula Hotels has partnered with travel guide company Luxe City Guides to produce PenCities – an online luxury lifestyle and travel journal.
Introduced as part of Peninsula’s recent global marketing campaign, PenCities will provide insider recommendations. These will be updated weekly, covering news, openings and events from the nine Peninsula Hotel cities: Hong Kong, Shanghai, Beijing, New York, Chicago, Los Angeles, Tokyo, Bangkok, and Manila. The hotel group’s marketing campaign also saw the launch of Peninsula Moments, a series of short films.
The Peninsula is not the first hotel group to introduce destination guides. Intercontinental Hotels & Resorts launched the Concierge Insider Guides iPad app in 2010, featuring travel recommendations from the chain’s concierges.
Travel guides are also a popular brand extension for fashion labels. French luxury brand Louis Vuitton introduced branded guides in the 1990s and now offers Amble, a website and iPhone app which lets users create and download digital city guides. In August 2012, German label Hugo Boss launched a digital guide to London, available for mobile download when consumers scan a QR (quick response) code. US brand Kate Spade has also partnered with travel website Fathom to produce online city guides for New York, London, LA, Tokyo and Tahiti.
Read more about Peninsula Hotels in Slow Hospitality: Peninsula Hotels. For more on branded content, see Edvertorial: New Directions in Branded Content and Brand Collaboration: What’s Your Cultural Value?.