Equinox debuts campaign for new hotels biz
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Four months ahead of the opening of its long-anticipated first hotel, Equinox is debuting a new ad campaign to build buzz. On Monday, the New York-based fitness brand released a long-form video starring supermodel Naomi Campbell.
“Hospitality in general is in a good spot,” says Christopher Norton, chief executive of Equinox Hotels, who joined the business three years ago from Four Seasons Hotels and Resorts. “Health is the new wealth and this new generation is more interested in an experience.”
Equinox, which was founded in 1991 as a health club operator, first announced it would enter the hospitality category four years ago. Its first location will open in New York City’s new Hudson Yards neighborhood on June 15. A second location is planned for Los Angeles. Norton says the brand will eventually have some 30 properties over the next decade.
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