Creating A Global Brand Strategy In Hospitality
With greater competition at the global level, particularly for younger travelers, A leading hotel group needed to re-establish three core brands — as leaders with distinct propositions both within its portfolio and the category.
Ogilvy Consulting’s challenge was to help our Client shift to one consistent brand strategy and brand idea.
To arrive at a compelling and credible solution for each brand, we performed robust consumer research and developed a Brand Purpose using our proprietary Big IdeaL™ tool, and an extensive creative exploratory, while engaging throughout with senior-level Client stakeholders.
As the pioneer of simple, smart travel, the Client’s fresh Big IdeaL was around “Simple Pleasures.” For the Company, which democratized travel over 65 years ago, the opportunity was in a brand truth around Joy of Travel for all, with a Big IdeaL of “inviting joy.” For one of the brands, uniquely positioned for business travel, the Big IdeaL became, “We’re all Business Mostly,” creating resonance through attitude and a sense of fun.
Ogilvy Consulting created tailored and actionable toolkits so that various stakeholders could implement a consistent global brand strategy and creative idea, with regional and cultural flexibility. This also led to more focused and innovative media ideas and partnerships.