Rosewood Hotel Group
*A sense of place

When Sonia Cheng took over as CEO of Rosewood Hotel Group in 2011, she set out to transform Rosewood from a small Texan chain into an ultra-luxury global portfolio, anchored by its "A Sense of Place" philosophy—the rejection of cookie-cutter luxury in favor of properties that honor the history, culture, and spirit of each destination.

I was hired by Agency Sacks to lead the effort and flew to Hong Kong to develop the strategy directly with Sonia. The launch campaign I built translated "sense of place" into an idea of curiosity and embracing the local canvas—casting each hotel not as a template imposed on a city, but as a living canvas shaped by it, inviting guests to discover the destination through Rosewood's eyes.

Creative Partner—AGENCY SACKS

[Campaign Strategy]