Taj Hotels Resorts & Palaces
Global Brand Campaign
In 2013, Luxury Branding was appointed to create a global advertising campaign for Taj Hotels Resorts & Palaces.
Our theme of ‘Performance.Art’ was inspired by two insights. First, that the effortless performance of superlative hospitality is actually the product of painstaking practice. Second, when perfected, any form of human endeavor – whether it be academic, sporting or artistic – is elevated to an art form.
Like theatre, music or dance, hotel keeping too can be viewed as an art form; one that relies equally on precise choreography and passionate performers. When perfected, hospitality itself is truly Performance.Art.
Across the whole campaign, each advertisement is signed-off with an end line that combines the Taj brand mark with the new brand claim: “The Practice of Perfect Hospitality”.
The brand campaign is presented in two complementary levels; one metaphorical and the other literal. For the metaphorical level, five global dance forms were selected and photographed to represent different attributes of the Taj brand, its history and its global footprint.
Running in the same media and in parallel with the first, level two of the campaign demonstrates The Practice of Perfect Hospitality literally by showcasing eight of the brand’s signature experiences that embody the spirit of Taj. Intimately, this second level reveals the care and attention to detail that people often appreciate yet rarely see.
We designed and produced both an articulation of the concept in book format and a documentary film of the making of Performance.Art.