An international hotelier wanted to revamp its own brand as well as those for each of its sub-brands, without causing internal competition between properties. Principals from Kompani Group narrowed in on the key experience each family of resorts delivered and then tied it into the parent company’s new brand image that redefines all-inclusive travel… The Infinite Experience or Infinite Luxury.
Allegro
Where bright, sunny days are only revealed by the cheerful nature of staff and guests, Allegro is a resort experience built around delivering Infinite Joy. Always in motion, and constantly creating vivid colorful memories, every stay is an adventure guests won’t soon forget.
Grand
Few places on Earth deliver the kind of exotic sophistication found at Occidental Grand resorts. An Infinite Escape awaits travelers in every way imaginable – whether it’s breathtaking beaches, ancient ruins, or artistic cultural experiences, these resorts are a departure from all expectations.
Royal Hideaway
Like something out of a dream, where the whole world bends to every guest’s whim, the Infinite Luxury of Royal Hideaway resort is the crown jewel of the Occidental Hotels & Resorts family. It is elite vacationing at its absolute finest.
Occidental Hotels & and Resorts is based in Spain, Madrid and is a consortium consisting of 4 hotel brands, Allegro, Occidental Grand, Royal Hideaway and Occidental Hotels. The group owns and controls a total of 62 hotels and resorts in Europe and Latin America.
www.OccidentalHotels.com | ROYAL HIDEAWAY – OCCIDENTAL GRAND – ALLEGRO – OCCIDENTAL HOTELS
Brand Communication Strategies:
With the new positioning approved the next part of this project included consolidation of 7 pieces of marketing collateral into 2 brochures, refinement of the identity for each of the four Occidental Properties, development of new content, photography, retouching, printing and planning and design of all 4 individual web properties and www.OccidentalHotels.com . The consolidation of the multiple brochures in just two pieces have resulted in easier distribution logistics and significant cost savings.
Services: Strategic Marketing / Advertising Planning, Branding Positioning, Creative Concepts, Media Planning Services, Photography and Video
Interactive Strategies:
The majority of bookings at Occidental resorts have always been, and will continue to be booked by Occidental’s loyal following of travel agents and tour operators. But as the expansion-and continued acquisitions strategy would significantly add capacity to Royal Hideaway it became apparent that Occidental would have to build a more effective online presence to help offset the increase in rooms with more online bookings. The brand alignment strategy allowed us to build one consolidated online booking web property for the four individual brands, which in return allowed Occidental to focus all e-marketing budgets on driving traffic directly to the main site or through product specific micro sites.
Result: Total direct online bookings increased fivefold in the 6 months following the launch of the new Occidental Hotels web site.
Services: Interactive Strategies, Online Marketing, SEO, SEM
