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Goodbye Orient-Express, hello Belmond!

Travel Business

By Michael Bobbin |

The Orient-Express has announced its rebranding campaign, therefore, from March 10th 2014 it will be called Belmond.

The name has been specifically selected in order toOrient-Express Hotel reflect the company’s unique features.

Along with this launch, the management is expecting to raise awareness on its services which include not only a wide collection of hotels but also safaris, river cruises and trains.

“We are excited that we are entering the next chapter in our journey with a name that celebrates our character, resonates with our guests and encompasses the broad scope of our celebrated collection of hotels, river cruises and trains,” - John Scott, CEO, Orient-Express Hotels.

“Each of our iconic and one-of-a-kind luxury experiences evokes strong customer loyalty and we are extremely proud of the heritage that makes us unique.”

The brand launching will coincide with the presentation of a new website, Belmond.com, on March 10th.

The brand wishes to blend all the company’s communication features into an unitary concept.

This is a major move for the company as it will affect 45 luxurious hotels in all corners of the world.

”We will support the launch of Belmond with a sizable investment of $15 million in enhanced promotional and marketing initiatives,” said Ralph Aruzza, chief sales and marketing officer with Orient-Express.

“This investment will include new websites, social media and our first ever large-scale advertising campaign.”

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