TBWALONDON has unveiled a £1.5m pan-European advertising campaign for luxury global hotel group Le Méridien.

The campaign will run until May, across national magazines and press in the UK - including the Daily Telegraph, Tatler and Conde Nast Traveller - France and Germany as well as pan-European titles including Time and the International Herald Tribune.

The four adverts are aimed at raising the profile of Le Méridien’s luxury resorts by evoking an emotional response to “the Meridien effect”.

“Wander” is aimed at business executives, and describes the feeling of looking forward to a long holiday. “Land” and “Exhale” focus on the feeling of being at a Le Méridien resort. “Release” portrays how both parents and children can experience the freedom that comes with staying at a Le Méridien resort.

Susan Clark, Le Méridien’s senior vice president marketing & sales said: “These ads build on our previous campaign which was aimed at increasing awareness amongst business travellers.

“To raise awareness of our luxury resorts, we have developed a new and striking uncluttered visual concept that taps into people’s emotions in each of the countries we are targeting.”

The ads have been created by Adam Poller, Tim Fitzgerald and Bryn Jones, with photography by John Swannell.

Media is through OMD Paris.

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