GOLDEN TULIP BRAND REPOSITIONING - hospitality-on.com...Hongqiao development zone will switch over...
Transcript of GOLDEN TULIP BRAND REPOSITIONING - hospitality-on.com...Hongqiao development zone will switch over...
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GOLDEN TULIP BRAND REPOSITIONING
The sector has changed drastically during the last decade:
- new players, such as AirBnB
- new customers behaviors strongly inspired by the Millennials
Golden Tulip, 250 hotels in 50 countries, has always been a front runner:
- created in 1962 by 6 independent hoteliers in The Netherlands who join
forces for commercialization to compete against American hotel chain
- owned by Jin Jiang International who considers this brand as a strong asset
for international development
Golden Tulip has to deal with two challenges:
- to respond to market needs while differentiating itself from the competition
- to propose a clear brand concept
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PROJECT TEAM
Louvre Hotels Group - marketing
Françoise Houdebine VP Sales & Marketing - Sponsor
Cédric Girard Marketing director
Audrey Forissier Golden Tulip brands
Operations: Emmanuel Ollier - Director of Business Strategy Golden Tulip Brand
Ogilvy Red for the brand strategy
Batoul Hassoun & Claire Gallon
Dedicated onsite consultant Florent Trainaud
Landor for the brand identity
Oriane Tristani & Benedicte Avrillon
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BRAND CONCEPT
Golden Tulip sees your stay in a different way, because every moment is a chance to play.
And playful can mean amusing, fascinating, mind -blowing, eye -opening, cool, gorgeous,
cheerful, outrageous, naughty, surprising.
Golden Tulip provides a playful outlook on life,
work and travel.
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PLAYFUL BY GOLDEN TULIP
Golden Tulip looks playfully on life, work and travel at any time. Play
makes travelers' lives richer. It breaks routines. It lets you breathe. It
makes people laugh or cry. Golden Tulip transports its guests to a third
place, full of fun, mystery, interest, wickedness, all sorts, that everyone
will want to share.
PLAYTIME. ANYTIME.
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NEW BASICS DIFFERENTIATING
MARKERS
PLAYFUL
BRAND
IDENTITY
MOVE FROM A SUM OF SERVICES TO AN EXPERIENCE
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BRAND IDENTITY
STATUTORY + PLAYFUL TWIST ON TRADITIONAL CODES
BUSINESS CODES
HOTEL CODES
EVERYDAY CODES...
TO ACTIVELY ENGAGE CLIENTS AND STAFF TO ACT,
PLAY, DISCUSS.
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Golden Tulip, new identity
The Golden Tulip new logo playfully represents a tulip lying on its side. The name, written
Tulip monogram.
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MERCHANDISING
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THE ROOM Bet your room �]��v�[� like this at home. Lean back on the artistic headboard and breathe in the city with your eyes. Check out the intuitive technology and mirror TV and just enjoy. Use your imagination. After all, with all the textures, materials and colors, ��Z������[� a playful spirit all around. Do what you like. Or what someone else likes.
THE RESTAURANT �/��[� as premium as premium gets, but �]��[� well priced and all here. Local flavours. All-important comfort food. Never-had-that-before food. Healthy food. Fun food. Food that opens eyes and doors. All made with regional products, and coaxing you back again. And probably again.
NEW BASICS