Belmond this week launched a campaign that includes its first aggressive reach into digital and social media.

The campaign, called Art of Belmond, is focused on service and the golden age of travel and includes short films, quirky social media posts and print ads featuring vintage travel poster-style illustrations. The campaign is designed to raise awareness of unite its collection of historic hotels resorts, trains cruises and safaris under the Belmond brand.

The target audience has been identified with the affluent group aged 28 to 39 and those with household annual income of over $300,000.

"This is a way for us to target a new generation and kind of be ahead of the curve in terms of the competition," said Arnaud Arnaud Champenois, Belmond's senior vice president of brand and marketing, who unveiled the campaign during briefings in New York and London.

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