Hospitality group St Giles Hotels has rolled out a global brand campaign with a goal of more than doubling its portfolio over the next five years.
The ‘Be Central, Be St Giles’ campaign features a TV clip, designed by New York-based creative agency Piranha, showcasing its hotels at the center of their respective destinations.
The company, which operates two hotels in New York, has also re-launched the stgiles.com website complete with a streamlined booking function.
"As we grow St Giles’s hospitality portfolio, our dedication to enhancing the guest stay will play a central role in the decision making process of expanding to new markets," said Abigail Tan, head of St Giles Hotels in the US and UK.
"Our goal for this new campaign is to invite guests to discover what differentiates the St Giles experience as well as communicate our unwavering commitment in bringing them to the center of dynamic cities."
The company says it has revamped its hotels classification into the upscale St Giles Signature Collection, and three and four star categories.
St Giles opened two new properties last year in Penang, Malaysia, and Sydney.
It currently operates nine hotels across Asia, Australia, Europe, and North America and aims to increase that to 20 hotels by 2020.
