Orient Express has unveiled its festive season campaign, 'A Journey, Written to Last', a cinematic initiative that weaves together the brand's Italian properties and its luxury rail experiences. The campaign, structured as a narrative told through letters, follows a guest across three iconic destinations: Orient Express La Minerva in Rome, Orient Express Venezia, and the La Dolce Vita Orient Express train.
The film aims to capture the emotional core of Orient Express hospitality, emphasizing personal stories and meaningful encounters. According to the brand, the campaign is designed to make every guest feel part of something extraordinary, blending the elegance of Rome, the beauty of Venice, and the romance of rail travel.
Festive programming in Rome
At Orient Express La Minerva, the festive season is marked by a refined culinary programme at La Minerva Bar. Highlights include a Christmas Eve dinner and a New Year's Eve Gala Dinner featuring Italian delicacies. Beyond dining, the hotel offers cultural experiences, including classical concerts organized in partnership with Fondazione Nicola Bulgari. Guests can also book bespoke itineraries that reveal hidden treasures of the Eternal City.
Special festive rail journeys
La Dolce Vita Orient Express introduces two dedicated festive itineraries: Jingle Route and Whispers at Midnight. These journeys combine the romance of rail travel with holiday spirit, offering a fresh perspective on Italy's destinations. Onboard hospitality is elevated with curated experiences, ensuring that each trip is memorable.
The campaign also ties into the broader Orient Express Corinthian's Caribbean season, which showcases the brand's expansion beyond rail into cruise, though the festive focus remains on land and rail.
Venetian New Year's Eve
In Venice, Orient Express Venezia celebrates the season with local flavours and Venetian traditions. The festivities culminate in a New Year's Eve celebration aboard the Orient Express boat, where guests can enjoy views of fireworks across the Venetian Lagoon. This unique setting provides a distinctive backdrop for welcoming the new year.
The campaign underscores Orient Express's commitment to luxury hospitality, cultural discovery, and festive celebrations. It invites travellers to experience Italy through memorable stays, culinary encounters, and journeys by rail. For travel professionals, this represents a strategic push to position Orient Express as a year-round luxury travel option, with the festive season as a key booking window.
Industry observers note that the campaign aligns with a broader trend of luxury brands leveraging storytelling to enhance guest engagement. As the US festive season faces tourism tests, European luxury operators like Orient Express are doubling down on experiential offerings to attract discerning travellers.
Orient Express's festive initiative also complements recent developments at its properties, such as the wellness sanctuary at Orient Express Venezia, which opened earlier this year. The combination of wellness, culture, and festive programming positions the brand to capture a wide range of traveller preferences.
For agents and tour operators, the campaign offers new selling points: the Jingle Route and Whispers at Midnight journeys are bookable now, and the Rome and Venice properties have tailored packages. The brand's emphasis on emotional storytelling is expected to resonate with luxury clients seeking unique holiday experiences.
As the festive season approaches, Orient Express is betting that its blend of heritage, romance, and Italian charm will stand out in a crowded market. The campaign's cinematic approach, coupled with tangible offerings, aims to convert nostalgia into bookings.
