Orient-Express is re-branding its collection of hotels, trains, safaris and river cruises, under the name Belmond.
The launch of the new Belmond brand, which will start from March 10, 2014, will be backed by $15 million marketing campaign to include websites and social media.
The company says the new name ’embraces all that is special’ about the operator and will make it easier to ‘recognise, navigate and explore’.
"We are excited that we are entering the next chapter in our journey with a name that celebrates our character, resonates with our guests and encompasses the broad scope of our celebrated collection of hotels, river cruises and trains," said John M. Scott, president & chief executive officer, Orient-Express Hotels Ltd.
"We will support the launch of Belmond with a sizeable investment of $15 million in enhanced promotional and marketing initiatives," said Ralph Aruzza, chief sales & marketing officer. "This investment will include new websites, social media and our first ever large-scale advertising campaign."
The Belmond name will be alongside each individual property brand, ‘uniting’ the collection.
