Portraits of Peninsula

ONE OF THE MOST CELEBRATED HOSPITALITY CAMPAIGNS OF ALL TIME

Among elite hotel brands The Peninsula has a surprisingly small footprint. So we made it our task to elevate their share of mind with a communications strategy rooted in a unique insight: Affluent guests, most of whom work incredibly hard, appreciate a staff who take great pride in the work they do as well. We convinced Annie Leibovitz to leave Hollywood celebrities for Peninsula bellboys and create a vibrant new platform.

“We were given free reign to capture the essence of The Peninsulas in Hong Kong and New York. We shot over 400 rolls of film and worked from dawn to dusk. I only wish we had more time because with every day my respect for this extremely dedicated group of people grew deeper.”

— ANNIE LEIBOVITZ

Doing good and doing well

Taking a brand to the next level means thinking differently. Photography was central to Peninsula’s message, so we reasoned “Why not invite Annie Leibovitz to teach kids at the International Center for Photography’s South Bronx home?” She responded enthusiastically; first teaching a class and then curating student photographs for a charity auction sponsored by Peninsula.