superior. hospitality branding case study | archetika.pl
TRANSCRIPT
SUPERIOR hospitality branding
ARCHETIKA.PL
field: hospitality brandingbusiness: hotel model: pioneer brandbrand cycle: maturity
perfect localization
close to the turisticalattraction
great team
integrated and caryinghotel team
negative comments
because of the age of thehotel there were somenegative comments online
STARTING POINT
Decrease the number ofmarketing efforts and makebrand more consistent.
CHALLENGE
ARCHE
CLOSENESSAT HAND
ARCHE
Clients wanted to have nice, relaxing andquiet time while visiting the mostimportant spiritual attraction.
And expected the same in the hotel.
Transformation
what effect we want tocause in client's life?
Intimacy
what are our distinctiveassets?
Communication
how our brand is activatedday by day?
TIK STRATEGY
TRANSFORMATION
Clients felt calm and at quietin the spiritual place and inthe hotel.
INTIMACY
We did not touch corporate identity (CI)as the hotel was old and with tradition. It's oldlooking CI supported the feelingwe wanted for clients: cosy and calmatmosphere.
INTIMACY
But after client analysis wecould clearly see who wasour favourite one.
INTIMACY
This group started to beour brand engine.
COMMUNICATION
We intentionally and continuosly askedguests about opinion on the spot.
After introducing some changes (what wealready knew from negative onlinecomments) we were able to ask them dayby day.
COMMUNICATION
This supported open and closeatmosphere in the hotel.
After 3 months guest post were all aboutEva and Daniel - hotel team members.
Owner
After 3 months the hotelOwner was clearly moreat peace.
B2B ONLY
we decided tocommunicate only with triporganisators within thisone chosen group
marketing costs decrease
by choosing only one groupand directingcommunication to B2Bsector we decreasedmarketing budget.
SUCCESS
SUCCESS
Target group specialisationmade it possible to decrease
marketing expencesand increase visibility.
SUCCESS
Other guest were still served.But hotel stoped to be one of
many.And for many started to be
the ONE.In spite of its old outlook.
MAINCONCLUSIONThe most importand asset in places arePEOPLE.
So take care of your team.
Ensure they know WHY and WHO beforeHOW and WHAT to do.
FREECONSULTATIONWAITING
Are you ready to
get your businessup to the nextlevel
with consistent andproffesional brand?