VICEROY

Unlocking the unique stories of a legacy luxury brand to define a bold future for experiential hospitality.

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THE INSIGHT

The Viceroy Hotels and Resorts portfolio is marked by its unique diversity. And while that distinct array of properties offers variety for a loyal (and untapped) customer base, it also made it challenging to tell a unified story around a brand that already had its own equity and love. We realised that this challenge was an opportunity to develop a global brand positioning that celebrates the diversity of the portfolio—giving space for each property’s individuality to shine while telling a cohesive story.

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THE IDEA  

We saw each hotel as an individual story, part of a collection of elevated experiences designed to bring guests closer to the stories that make our world unique. The resulting brand is a platform upon which we built each property’s unique stories and communicated the consistency of Viceroy’s offer: excellent service, high-end amenities and design, and a healthy dose of surprise.

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“Viceroy’s relaunch isn’t just about redefining our brand; it’s about transforming  the travel experience itself to focus on what truly matters to our guests."
— Tony Machado, Senior Vice President and Head of Design at Viceroy

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“The new Viceroy brand redefines luxury through a transformation that includes refreshed visual branding across all destinations and revamped digital platforms, each capturing the essence of its respective locale.”

— Business Wire

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