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Taj Hotels Launches Ad Campaign

As the luxury hotel sector continues to woo guests with ever-imaginative points of difference Taj Hotels makes its pitch with the launch of a new global advertising campaign: Performance Art.  Sat Bal (1 Aug’14)

The campaign seeks to merge the performance of the hotel group’s staff/operations with art forms such as music, sport and dance. In doing so, Taj Hotels Resorts and Palaces recognised that exceptional levels of operational performance result in an effortless delivery from the guest’s perspective.

Performance Art aims to parallel this perfection with that of other forms of ‘effortless’ art in a trend which now sees dance as the new darling of the advertising sector. Think of the glossy, monochrome Lexus IS commercial which features star ballerina Tamara Rojo. The Poise ad shows the whirling Rojo energetically  employing her art to extol the Lexus’ selling points. The featured hip-hop track Step it Up by Richie Sosa just makes the effect more dizzying, yet elegant.

Dance features heavily too in Taj’s new campaign which recognises that consumers are becoming queasy with ads depicting smiling staff and Scherzinger-like cheesy celeb backing. As Raymond Bickson, Taj Group MD and CEO says: “Dance is an apt analogy for hospitality because, like a theatrical presentation, the guest experience is painstakingly choreographed.” 

Dance is termed the ‘metaphorical level’ by Luxury Branding, the company brought in to orchestrate the visuals. It also introduces a complementary ‘literal’ level embodying what it calls ‘performance art’; eight of the unique signature experiences that embody the spirit of Taj. The behind-the-scenes performances are shot by London photographer Jake Walters on location in India, the group’s base.

The print and online campaign hopes to trigger the visceral in those looking for luxurious travel authenticity - from Taj’s India base to locations ranging from the Maldives to Malaysia and the UK to the US.  

Look out for the Performance.Art campaign this month.

 

Visit:  www.tajhotels.com/performanceart

 

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