Challenge

Red Label was approached to create a campaign that captured the qualities unique to the Pan Pacific Vancouver to help them solidify their industry-leading position in the minds of affluent travelers. There are many luxury hotels in downtown Vancouver but none like the Pan Pacific. A fixture on the Vancouver skyline for 25 years, it boasts exceptional views of the North Shore and has been the hotel of choice for distinguished guests including heads of state, royalty, and movie stars. Words like luxury, spectacular, and quality may describe the Pan Pacific well but owning those words with hundreds of brands vying for the same mindset was simply not an option.

Solution

Red Label opted for a decidedly different approach than typical hotel ads to help Pan Pacific and came up with the “Distinguish Yourself” campaign. The ads avoid the trap of using imagery that represents distinguished views or distinguished atmosphere. Using an elegant black background and classic Pan Pacific gold lettering and font, the design uses two lines of copy to establish a bond between the viewer and the hotel. Instead of using typical hotel imagery, the campaign allows the viewer to imagine the distinguished views and distinguished atmosphere. Instead, the ads put the focus on the viewer inviting them to use their own imagination.

Result

The word “distinguished” is meaningful and not overly saturated. The visual style stands out from the crowd and grabs your attention. The copy is true to the brand and connects with the audience. The campaign began as a single magazine layout in Vancouver’s Helijet Magazine, and the results were immediate and impressive. The ad received unprecedented positive word of mouth. The campaign quickly moved to print ads in the Globe and Mail and Flash banner ads at various online portals. Each advertisement maintains the look and feel established at the beginning of the campaign — but remains flexible enough to allow for specific adjustments to each placement.