Annie Leibovitz captures the spirit of Peninsula

MANILA, Philippines - “Portraits of Peninsula,” the collaboration of two legends that originally debuted in October 2004 with the launch of The Peninsula Hotels’ award-winning global advertising campaign featuring the work of renowned portrait photographer Annie Leibovitz, continues in 2009 with the second collection of Leibovitz’s images commissioned by the hotel group. This time her photos showcase staff at The Peninsula hotels in Chicago and Tokyo.

This collection of black-and-white images goes to the heart of the guest experience, which distinguishes Peninsula Hotels as the finest in the world. Leibovitz departs from her tradition of celebrity portraiture to focus on the people and personalities behind the Peninsula brand. This time she shoots pageboys, housekeepers and bellmen.

“So much of what makes Peninsula’s style of hospitality special is the personal connection our staff has with guests,” said Peter C. Borer, chief operating officer of the Peninsula. “Our culture of warm and genuine service is expressed through every one of our family of employees. To us, service is an art, which is why we chose a true artist to represent it. Annie Leibovitz captured the spirit of our employees with sincerity. Through the honesty of her images, we have created a campaign that will resonate with our audience for a very long time.”

 “I love the stories behind what people do, and in portraiture, you need to know the stories and then the image comes to life for you,” said Leibovitz. “After shooting at four Peninsula Hotels for this campaign, I truly understand the significance of what we are shooting — the real stars of The Peninsula Hotels — the wonderful, caring staff. It was really moving photographing them, and by the time I had finished, I felt that I had a real insight into the people who work for the Pen and the pride they take in their work. I have been looking for stories like that for years.”

Both collections of photographs were shot on location at Peninsula properties in Asia and the US — the original images in Hong Kong and New York, and the new shots in Tokyo and Chicago. 

“Portraits of Peninsula” is a dramatic departure from traditional hotel advertising; there are no models or staged images in these photos, and the only celebrity is the one behind the camera,” added Borer. “We gave Ms. Leibovitz a virtual blank canvas and an invitation to interpret the Peninsula experience with complete freedom. She responded with images that capture the essence of Peninsula service, while also conveying the luxury, style and glamour of our properties.”

Leibovitz’s images celebrate the doormen, room attendants and other staff who bring life and warmth to the hotels’ sumptuous surroundings. In one endearing shot, The Peninsula Chicago’s doorman welcomes a young guest to the hotel, while in another, the hotel’s chefs stand in an organic city farm with Chicago’s dramatic skyline in the background, and the reservations team is poised to welcome guests’ calls in a third.

Several of the Tokyo shots are taken through windows — in one, a fire-eater performs on the terrace of Peter, the hotel’s spectacular rooftop restaurant, in another a housekeeper cleans a window overlooking the expansive gardens of the Imperial Palace opposite the hotel, while the windscreen of the hotel’s vintage 1934 Rolls-Royce Phantom II is lovingly polished by its driver.

The Tokyo shots also include iconic images of the city — chefs shopping at Tsukiji fish market, while a page welcomes guests from a shinkansen bullet train.

In the Philippines, The Peninsula Manila is located at the corner of Ayala and Makati Avenues, Makati City. Call 887-2888, 810-3456.