Hotel Cort 17.09.2012

PRESENTATION contents

BACKGROUND & STRATEGIC THOUGHTS

MANIFESTO

VISUAL IDENTITY

Logo, letterhead, business cards, envelopes, menus, etc.

THE HOTEL CORT EXPERIENCE

Ambient messages, feel good items, feel good moments

BECOMING PART OF THE CORT

MARKETING ACTIVITIES

Hand out at trade fairs, brochure, web

WEBSITE

Content, films, social media

RETURNING HOME

Retention strategy and applications

BaCkgroundThoughts & Strategic highlights

“You migHt staY at otHer Hotels but you live at this one.”

an all-suites Hotel witH a faBulous restaurant and an amazing Bar in the center of Palma by an old olive tree.

an all-suites Hotel witH a faBulous restaurant and an amazing Bar in the center of Palma by an old olive tree.

aCtuallY, we are like tHe Home You return tooffering a radically different perspective from ordinary life and delivering ikigai.*

* Japanese for “that which makes life worth living”.

a Home to return to

radiCallY differentperspeCtive

ikigaiour soul

a Home You return toa place you always want to come back to

a place that you miss whenever you are not there

we don’t have rooms, we have suites which allow you to live not just stay on the island

like having your own personal place on the island

Your own pied-à-terre

imagine the feeling of returning home to your own island place every time you visit

“mr. stendahl, good to see you back in town.”

all legendary hang outs have this feeling

radiCallY different perspeCtive from düsseldorf to an ancient island city on the shores of the mediterranean sea from structure and logic and reason to barely controlled chaos

from cold grey miserable europe to bright sun and gts

this is an instant reality shift

a total change of routine for guests

opportunity for us to create our own routines and unexpectedness

ikigai a sense of what makes life life

always leaving Hotel Cort feeling better than on arrival

Hotel Cort isa home to return to, so different from your everyday, that you can actually focus on living.

the “real” palma

manifesto

For every day we spend eating a cold cheese sandwich or discussing the relevance of last quarter’s sales figures in a 145 page powerpoint presentation, there should be a counter balance where we can live our lives the way we want to live them.

a place where we walk through the door and sense a entirely different perspective from the everyday. where feel good moments happen naturally without planning, the finest cut of seared beef known to mankind simply lands in front of you upon request and a tini is made according to your preferred shade of dryness.

a place where you can leave your ordinary residence and return home to your other life—the one waiting for you on the island. full of spontaneity, warm sun and generously concocted gts.

welcome back to your island self. glad you could make it.

visual identitY

Hotel Cort provides it’s guests with a radically different perspective from their every day life -- whether they walk into our restaurant for the evening for fly down to the island and spend a week with us.

We need a graphic approach that demonstrates this difference without conflicting with the interiors.

We need something that is both elegant and twisted at the same time.

the result is the wolftopus. a mythological create of mediterranean heritage with power graphic octopus like arms and the high achieving head of a wolf.

the icon stands for mystery, adventure, a sense of belonging to a group while maintaining independence and elegance.

Just like the interior design of Hotel Cort, the wolftopus icon offers immense depth. it stands for elements of surprise and unpredictability that become second nature the more time you spend at Hotel Cort.

The reason you have a logo in the first place is to get people to remember you.no one will forget the elegance of the wolftopus.

Hotel

The Island

The Island

Hotel

Hotel

The Island

artistiain maCartHurwe want to create a special feeling about Hotel Cort, the kind of special feeling that you have created with the interiors—something that is unique to Hotel Cort

to create this level of detail we found iain. the level of detail in his work speaks volumes about how much detail we will go to get things right at Hotel Cort. iain illustrates for brands like nike and umbro, magazines like Computer arts and life lounge and exhibits in london and Berlin.

we have an option to purchase this illustration or to commission him to illustrate a wolf based on an island briefing with shells and palms and blowfish.

moodBoard Briefing for tHe artist

letterHead&BusinessCard

The Island

Hotel

Platz Cort 8 Palma de Mallorca, 07001 Spain +34 77 68 23 18 info@hotelcort.es hotelcort.es

The Island

Hotel

Platz Cort 8 Palma de Mallorca, 07001 Spain +34 77 68 23 18 info@hotelcort.es hotelcort.es

Carolina fernadiHead of frontdesk

eatsleepdrinkmore

The Island

Hotel

envelope

different sized envelopes in different colors, all with a string closure that give a sense of it being an internal memo. each envelope will have a line of copy on the back. final color selection to be made in production phase.

menus

Tinis & Mos

they are large sized but have a limited amount of options on the inside. their bindings are stitched to create a sense of quality and each menu

starts with a short story about the wolf. each envelope will have a line of copy on the back. final color selection to be made in production phase.

tHe Hotel Cortexperience

there are 95 billion things that need to work to make a successful bar, restaurant and hotel. we will leave this to you. But creating the Hotel Cort experience is about more than just getting the basics right.

You need to have a strategy about the experience you want to create and then execute this 110%. we have outlined 3 simple guidelines for this:

1. Create feel good moments

2. Treat first timers as our guests, and returning visitors as family

3. focus on getting our visitors to “return Home”

(Obviously, the bar and restaurant business will attract a slightly different clientele than the hotel and the amount

of conceptual execution will need to be scaled accordingly. That said the rules below apply to everything.)

amBientmessages

we are in the people business, but our people don’t have to do everything to create the Hotel Cort experience. there are plenty of opportunities to communicate our voice and approach throughout the hotel.

sometimes, we can communicate on simple signs or napkins, other times more solid and permanent messages.

welCome note &drink

welCome note &drink

doormat

each suite has a different doormat

front desksign

Bar napkins

The GT was first enjoyed in this very bar by Sir Reginald Alexander III in 1829. Allegedly, Sir reginald found the combination of perfumed gin and sizzling tonic rather easy to consume despite his facial obstacle, a long well-trimmed mustache he called willie.

the great wolftopus was a mythological creature in ancient mediterranean culture and is said to look over it’s followers providing protection, guidance, sophistication and elegance as well as completely irrational and illogical declarations such as this one.

To find the answer you must forget the question.

forgive me, i am just a napkin. i am unable to generate the attention your problem requires.

Do not find yourself addicted to your mother or other ridiculously beautiful things.

i have no idea where this sentence is going to end, but that’s why it is so interesting to read.

one of the most famous people in the history of the world once sat in the very chair you are sitting in now but unfortunately we forgot who.

excuse me, i am looking for the person i always wanted to be.

BatHroommat

do not disturBsign

reCeipt

Bed sHeets& pillows

Bar Costergame

feel gooditems

great hotels elevate their guests’ lives when they are staying with them. the rooms, the informal family feeling, the sense of being home and then there is a select collection of personal items that can be used while staying at the hotel.

sCarf

BeaCHbag

feel good moments

Creating feel good moments at the hotel and restaurant and bar can appear daunting. what happens if they just come off wrong?

perfectly executed, they won’t. they should be simple and while they may feel corny, as long as they are sincere they will come across great.

tini time 8 pm

singa long11.55 pm

tini time at the beginning of the cocktail hour everyday, one member of staff walks thru the corridors and rings a small triangle announcing that it is tini time in the bar. Hotel guests will be offered an amazing tini (complimentary or at a reduced price is up to you) to get the evening started.

23.55 singa longevery night at exactly the same time—just before midnight in order to send off the old day and bring in the new—the lights are dimmed and a feel good song is played. during the song, all personnel walk around and toast with guests.

song choice should be a bit corny but overpoweringly full of goosebumps -- a real feel good moment. this idea creates an inclusive feeling. the idea is to create a simple feel good tradition and to allow all waiters to bet-ter acquaint themselves with the guests that they are not serving on that night but will in the future.

when the song is over, the lights are turned up and everything goes back to normal as if nothing happened.

One of key features of this concept is finding ways to create a closer bond with our guests so that they get the feeling of Hotel Cort being their own place. this will result in the ultimate loyalty.

BeComing a part ofthe cort

tHejournals

each room will have a journal (a series over time) where the guests create an ongoing living story by interacting with past and future guests.

it works like this. each guest who stays in the room asks the next guest a question. the new guests then answers the questions and writes his or her own question to the next guest.

the result is that each room will build it’s own written history and our guests are given a mechanism that will help them become part of the hotel. By leaving something of themselves in the room they get the feeling of Hotel Cort being their own place wich will result in the ultimate loyalty.

How do you make toast?

Heat some butter in a cast iron skillet, cut a thick slice of bread and fry until crispy and tender on one side.

What are your favorite flea markets?

Rose Bowl in Pasedena CaliforniaPorte de Clignancourt,ParisPiazza Ghiaia, Parma

Why do you enjoy eating shrimp?

I love the texture and the taste and the form (plus I love pinching the tail to release the meat).

Tell me a ghost story

We use to have an office in an old textile factory in village of Soller up in the mountains here on Mallorca. The street name was calle de la animes (street of the spirits) and the building itself had ceilings that were 6 meters high. The office had hotel rooms in it so that our clients could stay with us and a gigantic metal staircase in the middle connecting the two floors. There was always weird stuff going on during the day, things moving around, doors slamming by themselves. The elevator opening with no one in it. But one night.....

What is your favorite LP record?

Roxy Music -- Avalon...What attracts you to things?

The way they smell.

Can you start a novel for me?

He awoke nauseous, the sun stinging his face keeping his lips parched and cracked. A distinct pain was rushing through his body centered on an inch or two above his left ankle but it wasn’t the kind of pain he could identify. He felt an odd sense of his body existing as multiple candy sized pieces on dif-ferent continents but the thought vanished quickly as he tried to focus on opening one eye. Undertaking such an adventure was utterly useless. Why did he ever return to Nebraska?

marketingactivities

with a limited marketing budget our customers have to become our ads and our voice to other new friends who are interested in experiencing Hotel Cort. if we can create and deliver the experience we have discussed, our customers will pass the Hotel Cort story on to others.

that said we still will most likely need a basic approach to showcase our hotel.

Hand outat fairs

an internal envelope containing items from each departmentour personal greetings from the staff.

The Island

Hotel

The Island

Hotel

an internal envelope containing items from each departmentour personal greetings from the staff.

postcard of your slippers from housekeepingBrochure from front deskmission statement from the gmBar and dinner menus with greetings from staffCotton hanky with a note, “if you catch a cold up north the sun is shinning at home on your island”Bar coaster

The Island

Hotel

Platz Cort 8 Palma de Mallorca, 07001 Spanien+43 68 23 18 info@hotelcort.es hotelcort.es

you know that

they can’

t make

Tinis and M

os

where you are

at,

see you

soon, Tim

BroCHure

The Island

Hotel

The Island

Hotel

YOU DON’T STAY HERE. You live here.

THERE AREN’T ANY ROOMS, JUST 17 spacious suites STOCKED WITH YOURpersonal wine collections.

SLEEP LIKE A BABYPROTECTED by a wolf

Tini or a Mo?IT’S QUESTIONS LIKE THIS YOU SHOULD SPEND YOUR TIME ANSWERING.....

HUNGRY LIKE THE wolf? PERFECT.

Tini or a Mo?IT’S QUESTIONS LIKE THIS YOU SHOULD SPEND YOUR TIME ANSWERING.....

HUNGRY LIKE THE wolf? PERFECT.

COME FEEL WET SAND STICK BETWEEN your toes

THE FIRST TIME YOU ARE OUR GUEST, THE SECOND YOU WILL BE returning home

THE FIRST TIME YOU ARE OUR GUEST, THE SECOND YOU WILL BE returning home

weBsite

this is our main touchpoint with potential guests. when they hear about Hotel Cort the first thing they are going to do is visit our site. And what will they find?

1.An amazing film and photo based presentation of Hotel Cort that teases and inspires them to visit us and an easy way to book and start using the place. Remember first time visitors are our guests.

2.A returning visitors section that provides a deeper connection with us. They will find access to their “other home” and be able to book at special rates, specific rooms and pre-order basically anything they want before the arrive.

Eatmain image with copy that sets tonefilm that sets the tonemenus (morning, afternoon, night)Booking

Sleepmain set of image(s) and copy that sets tone -- we only have suitesfilms that showcase the different roomsBooking

Drinkmain image with copy that sets the tonefilm that gives insightmenuestinis and mos

Livethe Hotel Cort guide to real palmaSet of films that take you outside the hotel50 meters from the hotel500 meters5 km55 kmupcoming events

MorelocationpressnewsBooking

Welcome Homelog in for return visitors that gives an upgraded experience including better priced deals, choice of room, and the ability to pre-order what you need in the room

Contentchecklist

films

in order to create a dynamic website that tells a more personal story we’d like to shoot a series of films that showcase the restaurant, bar, hotel rooms in the city of palma and the island of mallorca.

The films are a series of feel good moments shot through the perspective of an exceptionally cool guest, who obviously has the hotel as his second home -- he knows everyone in the hotel and the city as well. this guest shows us the real meaning of what a reality shift can do in your life.

Slippers (room)

the cool hotel guest gets dressed upstairs, puts on his slippers, looks around the room and walks down the stairs where the maid who is cleaning up the bottles from last night’s party and feeding his pet guinea pig. when she notices him she looks a bit surprised that he was still in the room. He walks past her asking for a dance, taking her hand and spinning her around for a few seconds then leaves her laughing and smiling as he makes his way toward the door.

Bar

He walks down the stairs past the reception nodding to staff as if they were his best friends and slips into the the bar where the bartender is just finishing lining up the last of 10 martinis with different shades of dryness -- waiting for his approval. He works his way down the line tasting all of them and then tells the bartender which one rocks the most.

Restaurant

He always enter the restaurant thru the kitchen. as he does so everyone nods and gives him something to taste just like he was walking thru the family kitchen. He stops by the meat locker and pounds on the meat like he is boxing just to check it’s tenderness and finds the sous chef making out the busboy behind the meat.

Cleaning up (5 meters)

He walks around the hotel, making sure everything is in place, fixing anything that has fallen out of order, straightens a book, closes a door, walks buy another guest just as he drop his drink but he catches it before it falls and hands it back to him then turns around and admire as his place, proud of his home.

City walk (500 meters)

He walks around the city early in the morning and we see all the people at cafés. He nods to everyone he knows and then stops, He has his guinea pig on a leash and they have stopped so the pig can take care of business and just as he bends down to scoop things up an amazing woman walks by.

Morning swim (5 km)

He gets into his car with his pet guinea pig on a leash and drives with the top down out of the city, along amazing roads, then parks on a cliff, gets out with his guinea pig, leaves her on the cliff and dives into the sea like an acapulco cliff diver. He looks back up the cliff at his guinea pig who is watching him from above and then a dolphin pops up beside him. the guinea pig is so jealous.

soCialmedia

people talk and write and share their experiences today and one of the ways that they can keep in touch with us and us with them is through social media channels. each touch point calls for slightly different approach. Defining this is something we should do in the next stage.

returninghome

“The first time you visit your are guest, the second time you return home.”

our main business strategy should be focus our efforts on getting returning visitors. the nature of a suites hotel provides guests with a sense of their own second home, a pied-à-terre that they can return to often, many times a year.

to do this we need to give them a sense of Hotel Cort being their own place, resulting in the ultimate loyalty. How do we do this?

we create items that only returning visitors have access to and that give them an upgraded experience from the second that they check out.

BraCelet

All first time visitors receive this bracelet upon departure. the box has a personal code which allows them to log in to a different section of the website. also, the star won’t be a star but

the head of the wolf.

ipHone app&weB log-in

when they log into the special section, on the web or access it directly via an ipad or iphone, returning visitors they will receive access to:

• special rates• Specific rooms• Calendar of key events, upcoming experiences by guest chefs, etc• a store where they can buy super limited edition versions of our branded items.• unlimited concierge -- whatever they want (within reason) we will get for them

upon their arrival, for a price of course.• more

the access code will also allow them to download a returning visitors app where all of the above will be available in their pocket.

CorrespondenCe

We’ve just secured a shipment of 2009 Ca-bernet Sauvignon, Showket Vineyard, Oakvil-le, Bab’s Cuvée from Napa valley winemaker Russel Bevan. These bottles are the only ones in Europe, and they will be in the cellar awaiting your next arrival.

If you plan on returning home this March, you’ll find guest chef Ruben de Avatar from Santia-go down in the kitchen making you breakfast every morning.

It’s August and it’s hot, but we are watering the plants when you are gone.

Your family would like to know if you will be returning home for Christmas this year.

tHank You for Your attentiongracias