Leading up to the anniversary on 1 September 2017, and throughout the subsequent first year of its second decade, the hotel celebrates its 10th anniversary with the Pen10Tokyo campaign. Hotel staff are sporting a new anniversary logo inspired by traditional mizuhiki cords that are used in Japan to express gratitude, good wishes and treasured connections. Designed by Tokyo-based Eat Creative brand and design agency, the intersecting lines of the anniversary symbol represent the many bonds of past, present and future that unites The Peninsula Tokyo with its guests and community at large. These timeless ties are acknowledged throughout the campaign, starting with the special moments and exchanges that guests of the hotel enjoy within its spaces and extending to The Peninsula Tokyo’s many public initiatives that deepen its connection with Japan.“Tied into knots and other shapes with symbolic meanings, mizuhiki have long been associated with celebratory and auspicious occasions in Japan,” comments General Manager Sonja Vodusek. “Our tenth-anniversary symbol shows our commitment to honoring such enduring Japanese traditions, and reflects our strong community relations that is shown through our many charity and other community outreach initiatives. The message is, “We are with you, always – now and in the years to come. Creating everlasting memories and guests for life – generation by generation.”A number of local food and beverage promotions and regional city events are planned as part of the 10th anniversary celebrations, including “The Peninsula Tokyo Rally Nippon 2017– A Peninsula Signature Event” from 21 to 25 October 2017. The rally invites 160 drivers and passengers of 80 iconic automobiles to participate in a four-day journey across Honshu from Kyoto to Tokyo, complete with luxury accommodation, regional cuisine and visits to UNESCO World Heritage sites. Classic car enthusiasts will convene to celebrate the camaraderie stemming from their shared passions for motoring. The Peninsula Tokyo Rally Nippon 2017 is the first event of its kind to be sponsored by a luxury hotel company in Japan, and underscores The Peninsula Hotels’ long association with classic cars. The October 2017 rally will draw on the 14-year heritage of two other Peninsula Signature Events – “The Quail, A Motorsports Gathering” and the affiliated “The Quail Rally.” Held annually in Carmel, California at Quail Lodge & Golf Club, a property in The Hongkong and Shanghai Hotels, Limited portfolio, The Quail Rally is a three-day, invitation-only charity drive that brings together vintage automobiles and their collectors for a tour along the back roads of Monterey County and through the spectacular vistas of the Pacific Coast.Pen10Tokyo Gala CelebrationA 10th anniversary gala event showcasing the warmth and legendary service of The Peninsula is planned on 26 October 2017. Invited guests will include, the Board of Directors of The HongKong Shanghai Hotels, Ltd., local government officials, community leaders, in-house hotel guests, Japanese celebrities and more. A highlight of the evening will be the Pen10Tokyo Chefs from all 10 Peninsula Hotels destinations: Hong Kong, Shanghai, Beijing, New York, Chicago, Beverly Hills, Paris, Bangkok, Manila and Tokyo, showcasing gourmet dishes inspired by these locations and to commemorate a decade of continued success and excellence.Pen10Tokyo Wellness This Peninsula Spa package, priced at JPY 100,000, offers the Ten Element Spa Journey that incorporates a combination of the five senses (hearing, sight, touch, smell, taste) and five natural elements based on the Chinese philosophy (fire, water, wood, metal and earth) for rejuvenation and restoration of body’s balance. The one-hour and 50-minute spa treatment begins with The Peninsula Tea Ceremony, and is followed by a combination of body exfoliation and wrap. A facial cleanse is conducted while the body is cocooned in natural linens. The body is massaged using aromatherapy oils, soothing the back, shoulder and neck to restore the body’s balance. The treatment ends with an acupressure head massage to ease tension from mind and body. The Pen10Tokyo Wellness package also includes a 45-minute one-on-one training session with a personal trainer, a Naturally Peninsula bento box, a luxurious 70-minute Bastien Gonzalez Pedicure, complimentary fitness gear, access to pool and fitness centre; and complimentary eight-hour valet parking. The Ten Element Spa Journey can be purchased separately, at a price of JPY 37,000.Keys to the CityFirst introduced at The Peninsula Chicago in 2015, followed by The Peninsula Paris and The Peninsula Beijing, Keys to the City is an experiential programme that provides hotel guests with complimentary access and added value-benefits to incredible “only-in-Tokyo” experiences, with 10 Keys to the City programmes.Pen10Tokyo InstagramAs part of the 10th anniversary digital campaign and to enhance engagement on multiple social media channels, The Peninsula Tokyo launched its Instagram account promoting Peninsula hashtags, #Pen10Tokyo and #PenMoments, to share special moments and experiences at The Peninsula Tokyo throughout the year.