Taj Hotels, Resorts & Palaces has launched a new global campaign based on delivering talent ‘to an art’.
The Performance.Art campaign focuses on customer service akin to perfecting a craft or talent that is ‘elevated to an art form’, such as music, drama or sport.
Five dance forms have been used to show the luxury hospitality company’s service, along with photographs shot by London-based photographer Jake Walters on location in India that look at the ‘A-Side’ – the Art in Performance.Art and the ‘P-Side’, the performance behind the scenes.
“Dance is an apt analogy for hospitality because, like a theatrical presentation, the guest experience is painstakingly choreographed. Our new brand campaign celebrates the rigor and the artistry of the of operational perfection by our staff who perform genuinely from their hearts,” said Raymond Bickson, managing director and CEO of the Taj Group.
Deepa Misra Harris, SVP global sales and marketing at Taj Group added: “We are delighted to have launched our exciting new campaign, ‘Performance.Art’ globally. The campaign will celebrate the heritage, authenticity and impeccable luxury credentials of the brand to resonate with a global audience as well as a younger audience through a shared passion for the arts.”
The video below provides some background to the campaign.
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