St Giles Hotels embarks on new global branding drive

KUALA LUMPUR: St Giles Hotels, an international hospitality group with independent curated hotels in the US, UK, Malaysia, Australia and the Philippines, has launched a global brand campaign titled ‘Be Central, Be St Giles’ to redefine the St Giles brand and educate consumers on its portfolio of nine hotels.

This new brand campaign sets the stage for property acquisition, with the goal of 20 owned/ operated or managed hotels by 2020.

Centrality is key to St Giles location strategy and the focus of the ‘Be Central, Be St Giles’ campaign.

A 45-second anthem film, which is the cornerstone of the campaign, explores what it means to ‘Be Central’ for the St Giles guest and shows how being in the center of their destination enables them to enjoy the most enriching travel experiences.

Designed by New York-based creative agency, Piranha, the campaign aims to introduce St Giles as a global brand that facilitates authentic travel experiences for business and leisure travellers.

As part of the campaign, St Giles has enriched its digital presence with the re-launch of stgiles.com.

The revamped website features a modern, sleek design, is easily navigable and mobile friendly.

It brings the St Giles experience to life with vivid hotel and destination imagery while offering a seamless booking process.

For more information on St Giles Hotel’s ‘Be Central, Be St Giles’ campaign, visit www. becentral.stgiles.com.

To inspire guests to stay their own way, St Giles redefined its hotels classification by services and amenities, creating three distinct levels of accommodation.

Guests can now choose the property that best suits their travel needs and style.

St Giles Signature Collection sets the standard of the brand and features carefully selected hotels offering an elevated experience.

Meanwhile, the four-star category offer stylish details for guests looking to enjoy comfort and convenience, whilst the threestar hotels are for travelers who understand the value of friendly service, central location and modern amenities at a fair rate.

As part of its global expansion plans, St Giles opened two properties in 2015: The Wembley, in Penang, Malaysia and The Tank Stream, in Sydney, Australia.

The Wembley in Penang, Malaysia opened in April 2015 with 415 guest rooms and is centrally located in the capital of George Town city.

With four dining outlets, including a rooftop bar on the 31st floor, an executive lounge, its own helipad and a shopping arcade slated to open in late 2016, The Wembley, part of the four-star Collection, appeals to business and leisure travelers.

As part of the ‘Be Central, Be St Giles’ campaign, the brand’s two hotels in New York, The Court and The Tuscany, located side by side on a tree-lined residential block in Murray Hill, will also roll out signature experiences and local partnerships this spring.

For more information on St Giles Hotels, visit www.StGiles. com.