BANGKOK, 30 October 2019: Centara Hotels & Resorts is launching a new brand advertising campaign this week in line with its revitalised brand essence, “Centara – The Place to Be.”
The new campaign targets consumers and travel industry professionals worldwide and will appear in a variety of traditional and digital media formats along with the company’s social media, mobile and online platforms.
“Centara’s defining qualities are the unique combination of Thainess and Family Values,” said Centara CEO Thirayuth Chirathivat. “They form the backbone of all things Centara, from our company’s heritage and service style through to our product and design, but most importantly, to the distinctive guest experiences we provide for our customers. We believe the new campaign captures the essence of that in a compelling and memorable way.”
The new campaign represents the culmination of an extensive internal research process that helped identify the authentic essence, and refine the positioning, of Centara Hotels & Resorts.
“We wanted to align our brand positioning to reflect the authentic characteristics of Centara’s DNA truly. The new campaign celebrates the shared values that connect our brand and our customers in a way that is upbeat and relatable. It was important that we created a message that is very simple and memorable yet also rich in meaning. ‘The Place to Be’ is clearly rooted in the philosophy and heritage of our company, our warm, genuine and personal service approach, and the continued focus we place on creating environments where people want to be, and in which they feel they truly belong,” commented Centara VP – Brand, Marketing & Digital Tom Thrussell.
Along with the new advertising campaign, the company is introducing newly refreshed visual identities for two of its core brands – the upper-upscale Centara Grand, and the upscale Centara. The brand update serves to create the distinction between the two hotel brands and the group’s corporate master brand, as well as to rejuvenate and better reflect their brand personalities. The new identities are being progressively rolled out to all Centara Grand and Centara properties in Thailand and worldwide. Centara also plans to announce its first luxury brand in early 2020.
