Le Méridien Channels Midcentury Illustrators with Bright New Ad Campaign
A big name in hospitality takes a cue from Mad Men.
To celebrate 10 years as a Starwood hotel brand, Le Méridien has launched a new ad campaign that looks straight out of the 1960s. Paris-based illustrator Virginie Morgand, whose work has appeared in Elle and The Sunday Times, has created a run of simple, colorful ads that evoke the children’s books of Richard Erdoes and Miroslav Sasek.
The latter’s influence is particularly clear when you look at what Le Méridien’s project has in common with Sasek’s This is… series—boiling down a place to some of its most iconic forms. Over the phone, Le Méridien global brand leader Brian Povinelli characterized the approach as “subtly working in some of the most iconic elements of these destinations.” Or not so subtly, in the case of a Paris-focused ad with an Arc de Triomphe bicycle.
Méridien took inspiration from midcentury travel posters, which embodied, according to Povinelli, the kind of sophistication and “sense of adventure” the brand tries to convey. And given that the chain was established in 1972 by Air France, all the better if they could find a French illustrator.
The campaign comes after a full-scale rebranding effort kicked off last year around the theme “Destination Unlocked,” paired with other brand initiatives that yielded eclair diaries, Instagram contests, and a 24-hour soundtrack by the French band Nouvelle Vague.