Published on Friday, November 1, 2019

Centara debuts new global ad campaign "The Place to Be"

[Sponsored News]

Centara marked October by launching its new global advertising campaign, titled "The Place to Be", which is derived from the company's unique and inimitable brand DNA of Thai Family Values and the associated values of Caring, Sharing and Belonging.

The new campaign represents the culmination of an extensive internal review and research process that helped identify the unique essence and refine the positioning of Centara Hotels & Resorts from a customer point of view - be that a guest, trade or business partner - and in the eyes of both its current and prospective customers.

Defining the essence of Centara
That process brought clarity by identifying the Thai family values of Belonging, Caring and Sharing as the core qualities that define the Centara experience. Through these values, places are created and experiences inspired, that evoke a true sense of belonging. Whether as a place to enjoy a family holiday or a romantic break, to do business, to wine and dine, to host an event or celebrate a new venture, Centara is "The Place to Be".

Tom Thrussell, Centara VP - Brand, Marketing & Digital, explained the campaign's objectives: "We wanted to align our brand positioning to truly reflect the authentic characteristics of Centara's DNA. The new campaign celebrates the shared values that connect our brand and our customers with a message that is very simple, memorable and enticing yet also rich in meaning. 'The Place to Be' is clearly rooted in the philosophy and heritage of our brand, our warm and personal service approach, and the continued focus we place on creating environments where people want to be, and in which they feel they truly belong."


Fresh brand identities
In addition to launching its new global campaign, Centara is also focused on revitalising its brands and properties to create the finest experiences for all guests. Fresh brand identities have been revealed for the group's upscale Centara and upper upscale Centara Grand brands. This serves to breathe new life and energy into their visual appeal and better distinguish the brand experiences, whilst ensuring a sense of warmth and progressive Thainess, which are the omnipresent hallmarks of the company.


New year, new luxury brand
Centara's family of brands is planning to welcome a new luxury brand, to be officially launched following the complete upgrade and repositioning of the popular Centara Grand Beach Resort Samui, which closed temporarily earlier this year. Its reopening in late 2020 will coincide with the unveiling of the brand, whose name, together with exciting details of its inaugural hotel, will be announced in January 2020.


For more details on the campaign and other Centara developments, log on to Centara's dedicated trade portal

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