Orient Express announced today their new branding, name and identity: Belmond.
Orient-Express Hotels Ltd. has today embarked on an exciting new chapter in our journey. From 10 March 2014, we will be marketing our exceptional collection under a new brand name – Belmond.
Belmond was selected, after careful consideration, as a name that resonates with our celebrated collection of hotels, river cruises and trains. We fully expect to heighten the awareness of our luxury travel experiences amongst existing and potential new guests, and enable our valued travel partners to sell our portfolio with confidence.
We will support the launch of Belmond with a sizable investment of $15 million in enhanced promotional and marketing initiatives. This investment will include reimagined visual cues, websites, and our first ever large-scale print and electronic media advertising campaign. In addition, our travel-partner tools and sites, including the Bellini Club site, will be enhanced over the coming months.
Our new logo, brand identity and website, www.belmond.com, will officially launch to the public on 10 March. Belmond will be prominent alongside each individual property brand, uniting our collection with one clear collective voice. You can be sure that we will continue to celebrate our legacy and honour the personality, passion and pride that make us unique.
Steele Luxury Travel