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In an anti-TikTok marketing play, Belmond, which is part of LVMH (along with LVMH's own ultra-luxury hotels, Cheval Blanc) has embraced “slow TV” in its new Long Shots 60-minute films that are meant to immerse viewers in the unhurried natural sights and sounds of some of its destinations. Belmond’s senior vice president of global brand and marketing, Arnaud Champenois, says the goal “is for guests to discover not just a new property but a new pace of travel.”
The first three Long Shots films are available now, including the Splendido in Portofino:
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The Royal Scotsman in the Scottish Highlands:
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And the Copacabana Palace in Rio de Janeiro, Brazil:
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I did find them very soothing and relaxing, particularly the water sounds, although the YouTube ads that periodically appeared were intrusive and the opposite of the immersive experience; time to deploy a YouTube ad blocker.
What I missed, however, were uniquely Belmond aspects that I'd want to see: what is the breakfast or dining experience like? Live music at afternoon tea or during cocktails? The welcome or celebratory amenities upon arrival? The smiles of long-serving staff? While I enjoy natural beauty, a huge part of the luxury premium for Belmond and its competitors is the level of service, so to me, that felt like a missed opportunity.
If you enjoy “Slow TV” and “Slow Travel,” what do you think of Belmond's “Long Shots” experiential films?
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