The Peninsula Hotels and Lowe Profero’s Festive Marketing Campaign

Lowe Profero, the digital arm of Mullen Lowe Group, has unveiled The Peninsula Hotels’ 2015 global festive digital marketing campaign, with the stylish return of the brand’s loveable holiday ambassador SnowPage.

The innovative campaign invites users to the share the gift of the Peninsula this holiday season via a holiday-themed digital site.  The site greets global guests, lays out booking options and offers as well as all of the special festive celebrations, experiences, dining and gift options, across The Peninsula Hotels’ ten locations worldwide. Lowe Profero was also responsible for the global digital assets and social strategy that support the campaign.

The dedicated section of The Peninsula Hotels’ website, showcases the exciting seasonal experiences for the whole family at each hotel, including holiday feasts, cocktails, gift hampers and winter-themed spa treatments. A video, goes behind the scenes of how the hotel group created the magical SnowPage festive ambassador.

The campaign is a product of Lowe Profero’s unique global structure, led by Hong Kong working with digital experts from New York, London, Japan and China. 

Lowe Profero’s CEO of The Americas Aaron Reikopf said engaging the agency’s global network offered clients the right mix of world-class digital talent in line with the authentic DNA of The Peninsula Hotels’ brand. “We’re delighted to be able to leverage our outstanding global network of digital specialists to create this campaign for The Peninsula Hotels this holiday season,” he said.


“We are lucky to have the opportunity to work on such an iconic brand to flex our unique combination of strategy, ux, design, tech specialists. The Peninsula Hotels’ festive campaign is another example of opportunities created by brands with the courage and insight to create great digital marketing campaigns that really deliver,” he added.

Central to their global holiday marketing drive, The Peninsula Hotels have partnered this year with luxury toy-art collective Papinee to roll out handcrafted limited edition SnowPage toys inspired by the arts, culture and architecture of each of its 10 hotel destinations. Proceeds from each doll sold will be donated to the Make-A-Wish Foundation. Additionally, any purchase of a SnowPage toy comes with a chance to win an exclusive Peninsula Golden Ticket for bespoke Peninsula experiences and adventures specially designed to create lasting memories for guests and their families.

Robert Cheng, VP of Marketing at The Peninsula Hotels said their global network of hotels represented the pinnacle of luxury, comfort and treasured experiences.

“Every season we look forward to delighting our guests with special holiday moments and memories that share the SnowPage spirit, and working with Lowe Profero to amplify this through our digital marketing campaign has been a delight,” he said.

“There is such great festive traditions and differentiated atmosphere from our hotels around the world; bringing them into one place helps us communicate the breadth as well as the richness of our hotels at this very special time of year. The site showcases the exciting seasonal experiences for the whole family at each hotel, including holiday feasts, cocktails, gift hampers and winter-themed spa treatments – and of course the incredible décor and exciting special events around the world. Whether it is to help them plan or simply to inspire them to travel, whatever we can do to add a little cheer to this time of year, we are happy to do so,” he added.