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THE ISSUE THAT TRa‹ELS BETTER

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A TRAVEL & TOURISM SPECIAL EDITION

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CONTENTS 03— 04 BRAND BANNED Banned word or excuse for everything 05—10 TRENDWATCH References to follow or better 11— 12 RADAR BRANDS The weisure generation 13— 14 PICTURE IT GREENER To be green or not to be? 15— 18 COURTESY CRUNCH The crunch with a lasting impact 19— 20 BRAND HEALTH CHECK Are you fit for purpose? 21 FOUND ON OUR TRAVELS Travel highlights from the team 22 GET IN TOUCH

CONTRIBUTORS LIANA DINGHILE Consultant, Dragon Rouge With nearly 10 years client experience in the Travel and Tourism industry, Liana’s focus is on what the next 10 years will hold. Having worked across brands including British Airways, TUI Travel, Thomas Cook, Palm Islands Dubai and Visit London, she has always managed brands through transition and opportunity. TERI VAN SELM Designer, Dragon Rouge Teri is one of Dragon Rouge’s creative talents. Having worked in design and publishing in Sydney and the UK, she loves keeping her finger on the pulse of inspiration and trends.

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Dragon

Welcome All is yet again in transition for the travel, tourism and leisure market. Forever desired and yet forever exposed, this is a big market of many players, for whom a crystal ball would work wonders on most days. The market has sped up with such force, de-frilling, digitizing and now even downsizing to appeal to the new demands of our constant quest to travel, explore and transact with different people. We think it’s time to put the imagination back and rediscover the art of travel and enjoyment of leisure. Change will become the norm, lines will be forever blurred in our customers lives and brands will makes sense of it all if they are smart about it. At Dragon Rouge we believe in the power of great ideas that can drive businesses and inspire people in good and hard times. We understand the challenge of today and right now is a time to be smarter, creative and more agile. We also have a firm eye on the future and how best to position brands to a travelling generation that will be evermore responsible, more seamless and even more selective. We have dedicated this Dragonfly issue to a discovery of brands that are travelling better in these times and believe many others can benefit from addressing similar challenges. Liana Dinghile Dragon Rouge

Dragon

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CONTENTS 03— 04 BRAND BANNED Banned word or excuse for everything 05—10 TRENDWATCH References to follow or better 11— 12 RADAR BRANDS The weisure generation 13— 14 PICTURE IT GREENER To be green or not to be? 15— 18 COURTESY CRUNCH The crunch with a lasting impact 19— 20 BRAND HEALTH CHECK Are you fit for purpose? 21 FOUND ON OUR TRAVELS Travel highlights from the team 22 GET IN TOUCH

CONTRIBUTORS LIANA DINGHILE Consultant, Dragon Rouge With nearly 10 years client experience in the Travel and Tourism industry, Liana’s focus is on what the next 10 years will hold. Having worked across brands including British Airways, TUI Travel, Thomas Cook, Palm Islands Dubai and Visit London, she has always managed brands through transition and opportunity. TERI VAN SELM Designer, Dragon Rouge Teri is one of Dragon Rouge’s creative talents. Having worked in design and publishing in Sydney and the UK, she loves keeping her finger on the pulse of inspiration and trends.

1

Dragon

Welcome All is yet again in transition for the travel, tourism and leisure market. Forever desired and yet forever exposed, this is a big market of many players, for whom a crystal ball would work wonders on most days. The market has sped up with such force, de-frilling, digitizing and now even downsizing to appeal to the new demands of our constant quest to travel, explore and transact with different people. We think it’s time to put the imagination back and rediscover the art of travel and enjoyment of leisure. Change will become the norm, lines will be forever blurred in our customers lives and brands will makes sense of it all if they are smart about it. At Dragon Rouge we believe in the power of great ideas that can drive businesses and inspire people in good and hard times. We understand the challenge of today and right now is a time to be smarter, creative and more agile. We also have a firm eye on the future and how best to position brands to a travelling generation that will be evermore responsible, more seamless and even more selective. We have dedicated this Dragonfly issue to a discovery of brands that are travelling better in these times and believe many others can benefit from addressing similar challenges. Liana Dinghile Dragon Rouge

Dragon

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Brand-o-meter

100% Pure New Zealand celebrates its 10th birthday this year and shows no sign of becoming jaded. The brand was launched at a time of great turmoil in the market and since then has endured September 11, SARS, the global warming debate and now swine flu. Tourism New Zealand has been able to develop and build upon its investment rather than spend money on reinventing its brand image as each challenge comes forth.

DRAGON ROUGE TRAVELS:

Contact US

Dragon Rouge helped a FTSE 100 leading International leisure travel group solve some differences between parent and operating brands. dragonfly@dragonrouge.co.uk if your brand is important to you

Student travel brand STA Travel has recently undergone a multi-million pound rebrand and made it it’s business to embrace all that web 2.0 has to offer including making its mark on Second Life. The rebrand will make their core offering now more relevant and appealing to the broader and very lucrative youth travel market and not limited to a student profile.

TOP RIGHT

CenterParcs THIS IMAGE

The launch of ‘What Do You Say UK’ campaign November 2008

‘Brand’ and the importance of it can be misunderstood; put aside, relegated or at worst rejected as the priority to shift seats or increase visitor numbers takes hold.

Depending on whom you ask in the travel and tourism industry, there are occasions where the management or development of brands can be heroed but perhaps more occasions where brands are perceived as separate from the every day and the products and services offered. Perversely though, ‘brand’ seems to be the first reference when the delays, complaints or other issues hit the fan. Those who hold their brand flag high as Virgin always have, could be criticised for assuming it overcomes all but as time goes on it does often keep them to their principles and affords them a good degree of license and trust

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amongst their customers when they either experiment or even get things wrong. In the case of their classic comparison however, there are times when British Airways hide behind their flag in the same situations. A perhaps subtle difference in flag holding but important to how your brand is perceived and for the long-term prospects of your offer. However, it’s not just about the badge, Virgin would fail if they didn’t understand the value of continually investing in their brand at a group and business stream level. Equally if their brand did not influence and permeate every aspect of their business from structure,

to attitude to the physical presentation, it would not have been so strong in its lifetime. When the chips are down it is a more crucial time to invest in your brand than when the market is buoyant. As the latest Euromonitor 2009 report indicates and as many leading industry figures have recently endorsed, any brand that wastes a crisis will take longer to recover. Peter Shanks of Carnival UK* believes that “marketing spend should be increased more than ever and that making your brand strong and getting it out there is crucial right now”. A fair and proven point and at the moment, this is about being smart with *WTM Vision conference 2009

portfolios, reframing value and being transparent through a choice of communications that will really connect simply with your customers. New partnerships are also formed out of squeezed climates and those winning where this opportunity is concerned are those who have invested in the value of their brand. It may be all about the recession now but travel and tourism will always be volatile and exposed to all the elements, so it’s important not to confuse brand reputation for tactical response. Our brand-o-meter in this issue charts a few of those investing and rejecting.

Center Parcs, the European market leader in short holidays has recently embarked upon an ambitious innovation programme that is driven by the same brand pillars set over 40 years ago - rest, room and recreation. Innovations include new forms of accommodation, such as houseboats and the new ‘Villages of the Future’, which will be fully ecological villages, based on biodiversity. Ryanair continues to increase their brand profile through controversial means. It is perhaps fair to say that the brand did act in the interests of the customer when it launched, by defining a new era of accessible air travel, but ever since has been less a brand and more a reaction, fighting one court battle after the other. It is fair to say that we think they like it this way.

Dragon

4


Brand-o-meter

100% Pure New Zealand celebrates its 10th birthday this year and shows no sign of becoming jaded. The brand was launched at a time of great turmoil in the market and since then has endured September 11, SARS, the global warming debate and now swine flu. Tourism New Zealand has been able to develop and build upon its investment rather than spend money on reinventing its brand image as each challenge comes forth.

DRAGON ROUGE TRAVELS:

Contact US

Dragon Rouge helped a FTSE 100 leading International leisure travel group solve some differences between parent and operating brands. dragonfly@dragonrouge.co.uk if your brand is important to you

Student travel brand STA Travel has recently undergone a multi-million pound rebrand and made it it’s business to embrace all that web 2.0 has to offer including making its mark on Second Life. The rebrand will make their core offering now more relevant and appealing to the broader and very lucrative youth travel market and not limited to a student profile.

TOP RIGHT

CenterParcs THIS IMAGE

The launch of ‘What Do You Say UK’ campaign November 2008

‘Brand’ and the importance of it can be misunderstood; put aside, relegated or at worst rejected as the priority to shift seats or increase visitor numbers takes hold.

Depending on whom you ask in the travel and tourism industry, there are occasions where the management or development of brands can be heroed but perhaps more occasions where brands are perceived as separate from the every day and the products and services offered. Perversely though, ‘brand’ seems to be the first reference when the delays, complaints or other issues hit the fan. Those who hold their brand flag high as Virgin always have, could be criticised for assuming it overcomes all but as time goes on it does often keep them to their principles and affords them a good degree of license and trust

3

Dragon

amongst their customers when they either experiment or even get things wrong. In the case of their classic comparison however, there are times when British Airways hide behind their flag in the same situations. A perhaps subtle difference in flag holding but important to how your brand is perceived and for the long-term prospects of your offer. However, it’s not just about the badge, Virgin would fail if they didn’t understand the value of continually investing in their brand at a group and business stream level. Equally if their brand did not influence and permeate every aspect of their business from structure,

to attitude to the physical presentation, it would not have been so strong in its lifetime. When the chips are down it is a more crucial time to invest in your brand than when the market is buoyant. As the latest Euromonitor 2009 report indicates and as many leading industry figures have recently endorsed, any brand that wastes a crisis will take longer to recover. Peter Shanks of Carnival UK* believes that “marketing spend should be increased more than ever and that making your brand strong and getting it out there is crucial right now”. A fair and proven point and at the moment, this is about being smart with *WTM Vision conference 2009

portfolios, reframing value and being transparent through a choice of communications that will really connect simply with your customers. New partnerships are also formed out of squeezed climates and those winning where this opportunity is concerned are those who have invested in the value of their brand. It may be all about the recession now but travel and tourism will always be volatile and exposed to all the elements, so it’s important not to confuse brand reputation for tactical response. Our brand-o-meter in this issue charts a few of those investing and rejecting.

Center Parcs, the European market leader in short holidays has recently embarked upon an ambitious innovation programme that is driven by the same brand pillars set over 40 years ago - rest, room and recreation. Innovations include new forms of accommodation, such as houseboats and the new ‘Villages of the Future’, which will be fully ecological villages, based on biodiversity. Ryanair continues to increase their brand profile through controversial means. It is perhaps fair to say that the brand did act in the interests of the customer when it launched, by defining a new era of accessible air travel, but ever since has been less a brand and more a reaction, fighting one court battle after the other. It is fair to say that we think they like it this way.

Dragon

4


TRENDWATCH —

Townhouse Hotel, Maastricht Focused on style, attraction and authenticity

The world is in flux around us and as hard as it is to keep up with, what’s emerging is pure opportunity and great fascination. Some organisations and brands are already positioning themselves for the emerging behaviours and needs of the next generation. In this issue’s Trendwatch, we have distilled just a handful of brands to highlight how they are either rediscovering the magic or creating new and interesting references for the industry to follow or better.

5

Dragon

Dragon

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TRENDWATCH —

Townhouse Hotel, Maastricht Focused on style, attraction and authenticity

The world is in flux around us and as hard as it is to keep up with, what’s emerging is pure opportunity and great fascination. Some organisations and brands are already positioning themselves for the emerging behaviours and needs of the next generation. In this issue’s Trendwatch, we have distilled just a handful of brands to highlight how they are either rediscovering the magic or creating new and interesting references for the industry to follow or better.

5

Dragon

Dragon

6


PICTURE TREND WATCHIT

PICTURE TREND WAITTCH

01 GOOD FOUNDATIONS

Particularly in a time of recession and potential loss of direction, rediscovering roots and culture provides reassurance for customers and builds solid values for brands. We are witnessing brands revolting against total modernisation and opt instead for nostalgic preservation. reveling in kitsch symbols and motifs and making them meaningful for a new generation.

TOWNHOUSE HOTEL, MAASTRICHT

A new campaign to lure people back to Greece as the country fights for their tourism industry. Together with the proposition of ‘a masterpiece you can afford’, the Greek tourism authorities are successfully trading on their most valuable and distinctive assets but because we are who we are, we’d advise them also to not forget to interpret their traditions wisely for a new generation.

A new hotel concept being developed by a Dutch hospitality group, which will be decorated using furniture and knick-knacks purchased from ordinary customers. The concept is style, sex and soup, which stands for design, attraction and authenticity, the buzz words of today’s hoteliers who are pushing new brand boundaries.

visitgreece.gr

stijlsexensoep.nl la-bergeregroup.com

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Dragon

ACE HOTEL, NYC

An improvisational mix of styles, historical periods and objects that come together in layers to create a sense of belonging and community. Ace Hotels are a mismash of vintage and midcentury design and artifacts, which connect visitors immediately with the vibe of the city they want to explore. Great for visitors who may not have the time for the real brand experience and a great way to secure differentiation in a cluttered hospitality market.

DRAGON ROUGE TRAVELS:

Dragon Rouge helped restore Agadir’s status as the finest seaside resort in Morocco with an identity rooted in local culture and renewed urban energy. Contact US

GREECE, 5,000 YEARS OLD

dragonfly@dragonrouge.co.uk if you want to watch your trends

— hotel completion planned for September 2009

acehotel.com Dragon

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Dragon

8


PICTURE TREND WATCHIT

PICTURE TREND WAITTCH

01 GOOD FOUNDATIONS

Particularly in a time of recession and potential loss of direction, rediscovering roots and culture provides reassurance for customers and builds solid values for brands. We are witnessing brands revolting against total modernisation and opt instead for nostalgic preservation. reveling in kitsch symbols and motifs and making them meaningful for a new generation.

TOWNHOUSE HOTEL, MAASTRICHT

A new campaign to lure people back to Greece as the country fights for their tourism industry. Together with the proposition of ‘a masterpiece you can afford’, the Greek tourism authorities are successfully trading on their most valuable and distinctive assets but because we are who we are, we’d advise them also to not forget to interpret their traditions wisely for a new generation.

A new hotel concept being developed by a Dutch hospitality group, which will be decorated using furniture and knick-knacks purchased from ordinary customers. The concept is style, sex and soup, which stands for design, attraction and authenticity, the buzz words of today’s hoteliers who are pushing new brand boundaries.

visitgreece.gr

stijlsexensoep.nl la-bergeregroup.com

7

Dragon

ACE HOTEL, NYC

An improvisational mix of styles, historical periods and objects that come together in layers to create a sense of belonging and community. Ace Hotels are a mismash of vintage and midcentury design and artifacts, which connect visitors immediately with the vibe of the city they want to explore. Great for visitors who may not have the time for the real brand experience and a great way to secure differentiation in a cluttered hospitality market.

DRAGON ROUGE TRAVELS:

Dragon Rouge helped restore Agadir’s status as the finest seaside resort in Morocco with an identity rooted in local culture and renewed urban energy. Contact US

GREECE, 5,000 YEARS OLD

dragonfly@dragonrouge.co.uk if you want to watch your trends

— hotel completion planned for September 2009

acehotel.com Dragon

7

Dragon

8


TRENDWATCH

TRENDWATCH

02 RE-ACT

Within our ever-fragile world, fighting for social and environmental improvement is a badge of personal commitment and represents a new type of personal and positive spirituality. We call this trend Re-Act as it reflects a new green, where we are more concerned with putting something back. No longer limited to the eco warriors, some of the best examples are coming from mainstream travel and tourism.

03 DESINATIONS IN TE KNOW

It seems the best way to see and experience the world nowadays, is in ways that no one else yet has, completely original and very sought after. Many travel and tourism organisations are getting wise to new innovative techniques that are creating references for others to follow and new relationships between people and places.

48 hours in Denmark

Midtjysk Turisme dreamed up a promotion to Denmark in exchange for a technological account from winners using the likes of Twitter and Flickr to highlight the advantages of being a digitally proficient traveller. This innovative approach placed an international spotlight on the Denmark brand and highlighted how in tune the destination is with new age travellers.

visitdenmark.com Travaid (charity number 1122270)

Travaid is a new charity responding to the growing requests from travellers to be able to contribute financially to a social or environmental cause local to their destination. Travaid, in partnership with the travel industry, screens a range of projects both overseas and in the UK and works by promoting and facilitating online donations to the travellers chosen project.

travaid.org Active Feedback

The Give Back programme from the Ritz Carlton, gives guests the opportunity to volunteer their time to improve and assist the local community in which they are staying. The scheme works with charities and includes serving food at local food banks, protecting sea turtles and building homes for the local community.

Tourism Queensland’s strategically placed employment adverts inviting an island caretaker, led to global media coverage. An idea conjured by an enthusiastic employee of Tourism Queensland, this is a star example of how the best brand ideas can come from within organisations from those who live and breathe the experiences on a daily basis.

ritzcarlton.com

tq.com

Adventure travel company Yokmok offering expeditions anywhere from France to Nepal, introduced an ambassador system which gave past clients the option of ‘exploration trips’ to try and refine new itineraries before they offered them up to the public. Brand piloting amongst loyal customers can be a low cost research programme and provides each brand who embraces it with a way into a user recommended marketplace.

Ritz Carlton - Give Back Getaways

An initiative to promote local farming while providing customers with food made from ingredients that are locally sourced, organic and sustainable. This Loews resort introduces farmers, foragers and fishermen to guests by pairing them with resort chefs. Dishes are created and shared with the guests and whilst they dine the farmers educate on the history of their products and methods.

loewshotel.com 9

Dragon

DRAGON ROUGE TRAVELS:

Dragon Rouge created a brand to place the ‘world’s most stylish destination’, Palm Jumeirah on the tourist map in 2008.

Contact US

The best job in the world Adopt-a-Farmer, Loews Hotel

dragonfly@dragonrouge.co.uk if you want YOUR BRAND ON THE MAP

yokmok.com Dragon Dragon

10 10


TRENDWATCH

TRENDWATCH

02 RE-ACT

Within our ever-fragile world, fighting for social and environmental improvement is a badge of personal commitment and represents a new type of personal and positive spirituality. We call this trend Re-Act as it reflects a new green, where we are more concerned with putting something back. No longer limited to the eco warriors, some of the best examples are coming from mainstream travel and tourism.

03 DESINATIONS IN TE KNOW

It seems the best way to see and experience the world nowadays, is in ways that no one else yet has, completely original and very sought after. Many travel and tourism organisations are getting wise to new innovative techniques that are creating references for others to follow and new relationships between people and places.

48 hours in Denmark

Midtjysk Turisme dreamed up a promotion to Denmark in exchange for a technological account from winners using the likes of Twitter and Flickr to highlight the advantages of being a digitally proficient traveller. This innovative approach placed an international spotlight on the Denmark brand and highlighted how in tune the destination is with new age travellers.

visitdenmark.com Travaid (charity number 1122270)

Travaid is a new charity responding to the growing requests from travellers to be able to contribute financially to a social or environmental cause local to their destination. Travaid, in partnership with the travel industry, screens a range of projects both overseas and in the UK and works by promoting and facilitating online donations to the travellers chosen project.

travaid.org Active Feedback

The Give Back programme from the Ritz Carlton, gives guests the opportunity to volunteer their time to improve and assist the local community in which they are staying. The scheme works with charities and includes serving food at local food banks, protecting sea turtles and building homes for the local community.

Tourism Queensland’s strategically placed employment adverts inviting an island caretaker, led to global media coverage. An idea conjured by an enthusiastic employee of Tourism Queensland, this is a star example of how the best brand ideas can come from within organisations from those who live and breathe the experiences on a daily basis.

ritzcarlton.com

tq.com

Adventure travel company Yokmok offering expeditions anywhere from France to Nepal, introduced an ambassador system which gave past clients the option of ‘exploration trips’ to try and refine new itineraries before they offered them up to the public. Brand piloting amongst loyal customers can be a low cost research programme and provides each brand who embraces it with a way into a user recommended marketplace.

Ritz Carlton - Give Back Getaways

An initiative to promote local farming while providing customers with food made from ingredients that are locally sourced, organic and sustainable. This Loews resort introduces farmers, foragers and fishermen to guests by pairing them with resort chefs. Dishes are created and shared with the guests and whilst they dine the farmers educate on the history of their products and methods.

loewshotel.com 9

Dragon

DRAGON ROUGE TRAVELS:

Dragon Rouge created a brand to place the ‘world’s most stylish destination’, Palm Jumeirah on the tourist map in 2008.

Contact US

The best job in the world Adopt-a-Farmer, Loews Hotel

dragonfly@dragonrouge.co.uk if you want YOUR BRAND ON THE MAP

yokmok.com Dragon Dragon

10 10


PICTURE IT

The Airbus A380

TE WEISURE GENERTION Just like one of the most influential customer sets of today, we are ‘always switched on’. In our case, it’s our radar on this issue’s most innovative brands. In the customers case they are the ‘Weisure Generation’ who simply care for no boundaries between work and leisure and who are being targeted by brands who have been smart in identifying their needs. Some reports say that the corporate travel market has all but disappeared but it has in fact been redefined to cater to this blurred ‘Weisure’ set. Travel, leisure and hospitality brands that want to cater for this transient segment will do well to understand and provide for a new converging way of life.

airbus.com The Address, Dubai

The newest hotel to grace the Dubai skyline is making many headlines for many innovative reasons but the latest is for personalised check in and check out periods. This means the duration of your stay will always be defined by your movements and not by that of the clock. You check in at 3am, you check out at 3am too, simple.

theaddress.com HON Circle Lounge, Lufthansa

This new state of the art lounge at Munich Airport has built-in private office suites, which are connected with the living spaces in order to integrate the blurring needs of those on the move. A refreshing new approach to the typically sterile separations of many lounges.

DRAGON ROUGE TRAVELS:

Dragon Rouge repositioned 135 Sofitel Hotels using a new concept of luxury. Inspired by cultural mixes and sensorial experiences the brand projects the French belief that ‘Life is Magnifique’ to business and leisure travelers alike.

lufthansa.com The Pixel Hotel, Austria

Like a handful of other design hotels, who work to appeal to those who want an immediate injection to city life, The Pixel goes one step further. The first of its kind, the rooms are literally scattered across the sights of the city rather than contained to one physical building.

Contact US

RDAR BRNDS

The new impressive fleet features work areas and business suites for an extra fee to create a networking hub both in the air and on the ground. This redefines brand scope beyond the boundaries of just transport and into facilitating business transactions.

dragonfly@dragonrouge.co.uk if you want to watch your trends

pixelhotel.at 11 Dragon

Dragon

12


PICTURE IT

The Airbus A380

TE WEISURE GENERTION Just like one of the most influential customer sets of today, we are ‘always switched on’. In our case, it’s our radar on this issue’s most innovative brands. In the customers case they are the ‘Weisure Generation’ who simply care for no boundaries between work and leisure and who are being targeted by brands who have been smart in identifying their needs. Some reports say that the corporate travel market has all but disappeared but it has in fact been redefined to cater to this blurred ‘Weisure’ set. Travel, leisure and hospitality brands that want to cater for this transient segment will do well to understand and provide for a new converging way of life.

airbus.com The Address, Dubai

The newest hotel to grace the Dubai skyline is making many headlines for many innovative reasons but the latest is for personalised check in and check out periods. This means the duration of your stay will always be defined by your movements and not by that of the clock. You check in at 3am, you check out at 3am too, simple.

theaddress.com HON Circle Lounge, Lufthansa

This new state of the art lounge at Munich Airport has built-in private office suites, which are connected with the living spaces in order to integrate the blurring needs of those on the move. A refreshing new approach to the typically sterile separations of many lounges.

DRAGON ROUGE TRAVELS:

Dragon Rouge repositioned 135 Sofitel Hotels using a new concept of luxury. Inspired by cultural mixes and sensorial experiences the brand projects the French belief that ‘Life is Magnifique’ to business and leisure travelers alike.

lufthansa.com The Pixel Hotel, Austria

Like a handful of other design hotels, who work to appeal to those who want an immediate injection to city life, The Pixel goes one step further. The first of its kind, the rooms are literally scattered across the sights of the city rather than contained to one physical building.

Contact US

RDAR BRNDS

The new impressive fleet features work areas and business suites for an extra fee to create a networking hub both in the air and on the ground. This redefines brand scope beyond the boundaries of just transport and into facilitating business transactions.

dragonfly@dragonrouge.co.uk if you want to watch your trends

pixelhotel.at 11 Dragon

Dragon

12


PICuRE IT GREENER —

To be green or not to be? That is no longer the question. Many industries have long toyed with how to truly tackle the sustainability challenge and the travel and tourism industry in particular has a glaring spotlight for change shining over it. The challenge is the pace at which consumers see the ‘responsibility’ in the same way as brands do and brands often delay changing approach because of this. The stark reality however is that once legislation starts to bite from 2010 in the UK and Europe, it will not be a question of if brands invest but rather when. The good news is that the opportunities could be endless for brands and needn’t be set apart from what they offer now. Sustainability is like every other challenge brands have had to adapt to over the years and to integrate responsible values and approaches into travel and tourism offers is a positive and manageable task. The benefits include improvements in product quality, cost savings in the long term and a good reputation in the eyes of customers and employees. The industry needs to make it ever possible for people to travel and to make travel options better. This requires better brands and the knowledge to build them.

A carbon neutral private island resort in the Bahamas and recently Eco Destination of the Year. Not only a resort to enjoy but also a testing ground for emerging techniques, which places guests at the forefront of next generation hospitality. 13 Dragon

Launched in January 2009, the new menu features award winning local food and has been sourced entirely from British produce, which can be traced from farm to plate. This initiative is one among many that reflects the Virgin brand and continues to champion people TUI Travel Plc

This leading International leisure travel group is investing in B787 Dreamliners, bio diesel coaches and super low carbon hotels in their mainstream resorts. It is also switching focus to train package holidays to appeal to changing travel habits. “These are changes that make sense in a low carbon era” says Jane Ashton, Head of Sustainable Development TUI Travel plc. Tourism 2023 led by the Future Foundation

Together with partners from the UK outbound travel industry such as British Airways and ABTA, this project is exploring what customers will be looking for in 15 years and helping businesses to plan for it. forumforthefuture.org/Tourism2023

Amongst other things this means integrating ‘responsibility’ into the purpose of your organisation, reflecting such values in the sourcing and delivery of your products and services and communicating the mutual benefit of doing so to all interested parties. Picture it greener, we can help you.

DRAGON ROUGE TRAVELS

Dragon rouge helped the forestry commission come out of the woods to communicate and share their valuable purpose for better environments, health and leisure. Contact US

Star Island

Virgin Trains First Class British menu

dragonfly@dragonrouge.co.uk if you are interested in making your brand even better

Dragon

14


PICuRE IT GREENER —

To be green or not to be? That is no longer the question. Many industries have long toyed with how to truly tackle the sustainability challenge and the travel and tourism industry in particular has a glaring spotlight for change shining over it. The challenge is the pace at which consumers see the ‘responsibility’ in the same way as brands do and brands often delay changing approach because of this. The stark reality however is that once legislation starts to bite from 2010 in the UK and Europe, it will not be a question of if brands invest but rather when. The good news is that the opportunities could be endless for brands and needn’t be set apart from what they offer now. Sustainability is like every other challenge brands have had to adapt to over the years and to integrate responsible values and approaches into travel and tourism offers is a positive and manageable task. The benefits include improvements in product quality, cost savings in the long term and a good reputation in the eyes of customers and employees. The industry needs to make it ever possible for people to travel and to make travel options better. This requires better brands and the knowledge to build them.

A carbon neutral private island resort in the Bahamas and recently Eco Destination of the Year. Not only a resort to enjoy but also a testing ground for emerging techniques, which places guests at the forefront of next generation hospitality. 13 Dragon

Launched in January 2009, the new menu features award winning local food and has been sourced entirely from British produce, which can be traced from farm to plate. This initiative is one among many that reflects the Virgin brand and continues to champion people TUI Travel Plc

This leading International leisure travel group is investing in B787 Dreamliners, bio diesel coaches and super low carbon hotels in their mainstream resorts. It is also switching focus to train package holidays to appeal to changing travel habits. “These are changes that make sense in a low carbon era” says Jane Ashton, Head of Sustainable Development TUI Travel plc. Tourism 2023 led by the Future Foundation

Together with partners from the UK outbound travel industry such as British Airways and ABTA, this project is exploring what customers will be looking for in 15 years and helping businesses to plan for it. forumforthefuture.org/Tourism2023

Amongst other things this means integrating ‘responsibility’ into the purpose of your organisation, reflecting such values in the sourcing and delivery of your products and services and communicating the mutual benefit of doing so to all interested parties. Picture it greener, we can help you.

DRAGON ROUGE TRAVELS

Dragon rouge helped the forestry commission come out of the woods to communicate and share their valuable purpose for better environments, health and leisure. Contact US

Star Island

Virgin Trains First Class British menu

dragonfly@dragonrouge.co.uk if you are interested in making your brand even better

Dragon

14


CONTENTS

15 Dragon

The very aptly named credit crunch is starting to give way to a crunch that could have much longer lasting impact for brands if they do survive â&#x20AC;&#x201C; the courtesy crunch. This crunching of courtesy is being witnessed in anything from over zealous sales approaches to lesser-suited recruits when overheads come into question. The fact is that this is a worrying development for the travel, tourism and leisure sectors who rely on good service and the referral and recommendation that come from it. Should this really be the first investment to go or are there ways to be smarter about your approach and means of service when things are scaling back? Forever the â&#x20AC;&#x2DC;intangibleâ&#x20AC;&#x2122; sectors to sell, these are also the most tangible sectors to review and losing sight of that will affect the long-term survival and favour of brands.

Dragon

16


CONTENTS

15 Dragon

The very aptly named credit crunch is starting to give way to a crunch that could have much longer lasting impact for brands if they do survive â&#x20AC;&#x201C; the courtesy crunch. This crunching of courtesy is being witnessed in anything from over zealous sales approaches to lesser-suited recruits when overheads come into question. The fact is that this is a worrying development for the travel, tourism and leisure sectors who rely on good service and the referral and recommendation that come from it. Should this really be the first investment to go or are there ways to be smarter about your approach and means of service when things are scaling back? Forever the â&#x20AC;&#x2DC;intangibleâ&#x20AC;&#x2122; sectors to sell, these are also the most tangible sectors to review and losing sight of that will affect the long-term survival and favour of brands.

Dragon

16


COURTESY CRUNCH DRAGON ROUGE TRAVELS:

Contact US

Dragon Rouge helped the Trust of our Nation touch a new generation of visitors and supporters and in doing so throw over their stately home Sunday image.

dragonfly@dragonrouge.co.uk if THE CRUNCH IS GETTING TO YOUR BRAND

FAR LEFT & LEFT

New smart and friendly technology from CitizenM Hotels and Apple Apps

The over-amenity, over-packaged age of travel, tourism and leisure is deconstructing and defrilling at a phenomenal rate. All very necessary and admirable you could argue in a climate of recession where people still want to travel and enjoy themselves but are loathe to pay the earth. However, you could also argue that an industry judged on the quality of how it accommodates and services the customer, should be careful to offset the deconstruction with other benefits that are better valued or to just be completely transparent about what to expect. This once glamourised industry is at risk of stripping bare all personality and quality to save costs and publicly imposing the 17 Dragon

pressures of the credit crunch on their customers. Customers themselves have changed the way they buy as a result of the recession. From the now inconspicuous consuming by the rich to the open downsizing amongst the business and luxury jet set for budget alternatives, we are witnessing changes that will fast become the norm. It would be wrong to assume however that customer expectations will fall at the same rate as their spend patterns. Brands who want to adapt their pricing, products or portfolios to address these changes in attitude, will need to factor in that these same people will judge them by what they’ve always

known and have come to expect as far as service is concerned. This is of course unrealistic and perhaps unfair but like the credit crunch that’s just the way it is. The opportunity therefore is to find more intelligent social and technological ways to streamline service which are key to maintaining a sense of friendliness, character and care that still sets brands apart from their peers. The danger is to strip back and adopt a completely automated approach to servicing an industry that by its very nature is unpredictable and demanded of to be ever more personalised. Of course, over servicing is a reality too and the smarter move for brands is to identify where

they are over servicing to the mass of their customer base and instead see them as a mass of individuals to cater for. Not everyone wants bespoke service when they travel. Some are quite happy with the basics and want to discover for themselves as part of enriching their own capabilities. Others expect intelligent trade-offs in this era of pairing down and smartening up. There are ways to target both for an overall saving. The hotel industry are getting wise to this and doing for accommodation what budget airlines did for air travel. The difference is that as far as the overall customer journey goes, more attention and emphasis is placed on the stay and therefore simpler pleasures must still be ‘absolutely delivered’ with the customer in mind to constitute a good experience. At CitizenM Hotels in Austria, they have a basic and consistent room concept but through MoodPad technology, offer each guest the opportunity to tailor their stay the way they want it. If the mood is good, you would hope in most circumstances the reviews would be courteous too but all you can do is make sure your brand is always delivering on its best promise. This review point of course is important. Brands can be made or broken in a nano second if your standards are less than the individual expected. This brings new meaning to the ‘world wide web’ when your attention to

detail or lack of, is laid bare for all who may be prospective customers, to witness and record. The web also has its service benefits in terms of recruiting the right kind of people. Etihad has won awards from its latest recruiting tool, which takes the form of an inspiring and pride inducing film. Prospective recruits are clear from the off that this is a brand for whom service is paramount to achieving competitive edge. To be courteous is a pillar of all Etihad stands for, despite being a lower cost entrant to the UAE aviation market when it first launched. Recruiting good quality people in the first place, is a valuable investment, when harder times mean you have to rely on them to be smarter with the way they deal with customers and also deliver on brand reputation at the same time. For as long as the credit crunch lasts, getting the basics right and staying courteous to those you value most will pay off in the long term. This may mean introducing new intelligent social and technological ways to add value to their experience and just more generally reframing the value of your brand when budgets are ever smaller. If budgets are smaller, there should be an intelligent trade off on the things that cost you less, like basic courtesy for example. Loyalty is scarce but if you crunch your courtesy when times are hard, you may find that peoples’ memories are longer than the recession itself.

Brnd ADVISOR Etihad

A powerful insight The National Airline of the UAE remains committed to growing their workforce during the downturn and continue to live by the principle that ‘Service excellence does not happen on its own - our people make it happen’. The new recruitment video featured on Youtube is a no mistaking invite to understand the Etihad ethos and promise to the customer. CitizenM Hotels

It’s a matter of personal preference For basic consistency, all CitizenM hotel rooms are designed the same but one thing that can still change is your personal preferences. Using “friendly technology” MoodPad, a touch screen terminal designed by Philips, guests can choose their personal preferences upon check in. From temperature and wake-up calls to lighting and music, this innovative idea is a hands on approach to really being hands off. Hotel Ambassador, George V Hotel Paris

It’s all about good relations It’s normally the case that Ambassadors stay at hotels, not work at them but the George has put new meaning to guest service. Their new hotel ambassador is a unique extension to the service people have come to expect from such a hotel and makes a clear statement that although it is about ‘guest service’it is delivered in a way just as important to the hotel itself.

Dragon

18


COURTESY CRUNCH DRAGON ROUGE TRAVELS:

Contact US

Dragon Rouge helped the Trust of our Nation touch a new generation of visitors and supporters and in doing so throw over their stately home Sunday image.

dragonfly@dragonrouge.co.uk if THE CRUNCH IS GETTING TO YOUR BRAND

FAR LEFT & LEFT

New smart and friendly technology from CitizenM Hotels and Apple Apps

The over-amenity, over-packaged age of travel, tourism and leisure is deconstructing and defrilling at a phenomenal rate. All very necessary and admirable you could argue in a climate of recession where people still want to travel and enjoy themselves but are loathe to pay the earth. However, you could also argue that an industry judged on the quality of how it accommodates and services the customer, should be careful to offset the deconstruction with other benefits that are better valued or to just be completely transparent about what to expect. This once glamourised industry is at risk of stripping bare all personality and quality to save costs and publicly imposing the 17 Dragon

pressures of the credit crunch on their customers. Customers themselves have changed the way they buy as a result of the recession. From the now inconspicuous consuming by the rich to the open downsizing amongst the business and luxury jet set for budget alternatives, we are witnessing changes that will fast become the norm. It would be wrong to assume however that customer expectations will fall at the same rate as their spend patterns. Brands who want to adapt their pricing, products or portfolios to address these changes in attitude, will need to factor in that these same people will judge them by what they’ve always

known and have come to expect as far as service is concerned. This is of course unrealistic and perhaps unfair but like the credit crunch that’s just the way it is. The opportunity therefore is to find more intelligent social and technological ways to streamline service which are key to maintaining a sense of friendliness, character and care that still sets brands apart from their peers. The danger is to strip back and adopt a completely automated approach to servicing an industry that by its very nature is unpredictable and demanded of to be ever more personalised. Of course, over servicing is a reality too and the smarter move for brands is to identify where

they are over servicing to the mass of their customer base and instead see them as a mass of individuals to cater for. Not everyone wants bespoke service when they travel. Some are quite happy with the basics and want to discover for themselves as part of enriching their own capabilities. Others expect intelligent trade-offs in this era of pairing down and smartening up. There are ways to target both for an overall saving. The hotel industry are getting wise to this and doing for accommodation what budget airlines did for air travel. The difference is that as far as the overall customer journey goes, more attention and emphasis is placed on the stay and therefore simpler pleasures must still be ‘absolutely delivered’ with the customer in mind to constitute a good experience. At CitizenM Hotels in Austria, they have a basic and consistent room concept but through MoodPad technology, offer each guest the opportunity to tailor their stay the way they want it. If the mood is good, you would hope in most circumstances the reviews would be courteous too but all you can do is make sure your brand is always delivering on its best promise. This review point of course is important. Brands can be made or broken in a nano second if your standards are less than the individual expected. This brings new meaning to the ‘world wide web��� when your attention to

detail or lack of, is laid bare for all who may be prospective customers, to witness and record. The web also has its service benefits in terms of recruiting the right kind of people. Etihad has won awards from its latest recruiting tool, which takes the form of an inspiring and pride inducing film. Prospective recruits are clear from the off that this is a brand for whom service is paramount to achieving competitive edge. To be courteous is a pillar of all Etihad stands for, despite being a lower cost entrant to the UAE aviation market when it first launched. Recruiting good quality people in the first place, is a valuable investment, when harder times mean you have to rely on them to be smarter with the way they deal with customers and also deliver on brand reputation at the same time. For as long as the credit crunch lasts, getting the basics right and staying courteous to those you value most will pay off in the long term. This may mean introducing new intelligent social and technological ways to add value to their experience and just more generally reframing the value of your brand when budgets are ever smaller. If budgets are smaller, there should be an intelligent trade off on the things that cost you less, like basic courtesy for example. Loyalty is scarce but if you crunch your courtesy when times are hard, you may find that peoples’ memories are longer than the recession itself.

Brnd ADVISOR Etihad

A powerful insight The National Airline of the UAE remains committed to growing their workforce during the downturn and continue to live by the principle that ‘Service excellence does not happen on its own - our people make it happen’. The new recruitment video featured on Youtube is a no mistaking invite to understand the Etihad ethos and promise to the customer. CitizenM Hotels

It’s a matter of personal preference For basic consistency, all CitizenM hotel rooms are designed the same but one thing that can still change is your personal preferences. Using “friendly technology” MoodPad, a touch screen terminal designed by Philips, guests can choose their personal preferences upon check in. From temperature and wake-up calls to lighting and music, this innovative idea is a hands on approach to really being hands off. Hotel Ambassador, George V Hotel Paris

It’s all about good relations It’s normally the case that Ambassadors stay at hotels, not work at them but the George has put new meaning to guest service. Their new hotel ambassador is a unique extension to the service people have come to expect from such a hotel and makes a clear statement that although it is about ‘guest service’it is delivered in a way just as important to the hotel itself.

Dragon

18


Brnd helt check 01

02

Are you checking in?

03

04

How many brands are you travelling with?

Do you know your final destination?

Your brand family should include those who mean the most. It’s tougher than ever to spend on one brand let alone more but on the flip side customer loyalty to certain brands shouldn’t be scoffed at. It’s Groundhog Day for the industry and to consolidate and rationalise your baggage is a real requirement and opportunity.

It’s hard to know the right direction to take, particularly in tougher times. But knowing what you’re all about and the expectations you must deliver against are important in setting the right vision for your brand. It doesn’t mean things won’t change, it means if they do, your audiences will stay with you and believe you know how to change course with confidence.

Question

Question

Will you identify those opportunities quick enough?

Is your portfolio focused on the brands and product lines that work hardest for you?

You should know your business better than anyone else and asking your customers time and time again can stint the instinct that could put you ahead. That said, what was once a cyclical market with typical highs and lows, is now a market dealing with changes in consumer behaviour that will become the norm and not retreat when the recession does. Brands should position themselves to exploit this as an opportunity and stand out with new relevance.

Y

N

Y

N

06

WOULD you BE inspired to book?

Would they recommend you?

Is your brand responsible enough?

Put yourself in your customers’ shoes. Knowing what you know about them and knowing what they may get from your competitors, would you be inspired to choose you? Marketing communications should be simple, seamless and have a good dose of substance to cut through the noise that bombard people, particularly in the current fight for a sale.

You had better hope so because nowadays, freedom of speech is only a good thing if you’re always doing more than your best. This goes for the way your customers think as much as the way your people think because without them as brand ambassadors, both reputation and loyalty will suffer.

It is no longer about being just Green, what that really should mean is adopting a more responsible approach to everything you do. From the way you support staff to the integrity of your products and services, through to the way you help customers navigate choices and make more responsible ones over-time.

Question

Question

Question

Question

Are you clear on your course, does your brand reflect that and are people with you on this journey?

Is your proposition compelling enough for the market and the channels you should be in?

Are you doing enough to engage your employees and customers or could you be trying too hard if you are not yet in positive favour?

Do you still find the prospect of tackling sustainability daunting?

Y

N

Add your score and test your health for the challenges ahead

19 Dragon

05

Y

N

6 out of 6 – if you answered yes to all questions then our diagnosis is that you need to maintain health and leadership via regular review and innovative solutions

Y

N

3-5 – our diagnosis is that you need to pinpoint the weak points and fine tune your approach to make sure you are at optimum performance

Y

N

Less than 2 – our diagnosis is that you need a brand MOT to ensure your brand works hard for you across all parts of your make up. Just one area below par will slow down your success

Dragon

20


Brnd helt check 01

02

Are you checking in?

03

04

How many brands are you travelling with?

Do you know your final destination?

Your brand family should include those who mean the most. It’s tougher than ever to spend on one brand let alone more but on the flip side customer loyalty to certain brands shouldn’t be scoffed at. It’s Groundhog Day for the industry and to consolidate and rationalise your baggage is a real requirement and opportunity.

It’s hard to know the right direction to take, particularly in tougher times. But knowing what you’re all about and the expectations you must deliver against are important in setting the right vision for your brand. It doesn’t mean things won’t change, it means if they do, your audiences will stay with you and believe you know how to change course with confidence.

Question

Question

Will you identify those opportunities quick enough?

Is your portfolio focused on the brands and product lines that work hardest for you?

You should know your business better than anyone else and asking your customers time and time again can stint the instinct that could put you ahead. That said, what was once a cyclical market with typical highs and lows, is now a market dealing with changes in consumer behaviour that will become the norm and not retreat when the recession does. Brands should position themselves to exploit this as an opportunity and stand out with new relevance.

Y

N

Y

N

06

WOULD you BE inspired to book?

Would they recommend you?

Is your brand responsible enough?

Put yourself in your customers’ shoes. Knowing what you know about them and knowing what they may get from your competitors, would you be inspired to choose you? Marketing communications should be simple, seamless and have a good dose of substance to cut through the noise that bombard people, particularly in the current fight for a sale.

You had better hope so because nowadays, freedom of speech is only a good thing if you’re always doing more than your best. This goes for the way your customers think as much as the way your people think because without them as brand ambassadors, both reputation and loyalty will suffer.

It is no longer about being just Green, what that really should mean is adopting a more responsible approach to everything you do. From the way you support staff to the integrity of your products and services, through to the way you help customers navigate choices and make more responsible ones over-time.

Question

Question

Question

Question

Are you clear on your course, does your brand reflect that and are people with you on this journey?

Is your proposition compelling enough for the market and the channels you should be in?

Are you doing enough to engage your employees and customers or could you be trying too hard if you are not yet in positive favour?

Do you still find the prospect of tackling sustainability daunting?

Y

N

Add your score and test your health for the challenges ahead

19 Dragon

05

Y

N

6 out of 6 – if you answered yes to all questions then our diagnosis is that you need to maintain health and leadership via regular review and innovative solutions

Y

N

3-5 – our diagnosis is that you need to pinpoint the weak points and fine tune your approach to make sure you are at optimum performance

Y

N

Less than 2 – our diagnosis is that you need a brand MOT to ensure your brand works hard for you across all parts of your make up. Just one area below par will slow down your success

Dragon

20


TO BE CONTINUED...

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:2KA22222222B?7D;2287HH7JJ2222222222222

Call us

About Dragon Rouge

GET IN TOUCH

Dragon Rouge is a global agency with a positive view on the world. We always believe there are opportunities to be found.

As you can see we have some interesting thoughts on brands; what works, what doesn’t and what should never have been tried in the first place. If you do have a branding challenge that you’d like to discuss or if you’d like us to explore a new issue altogether, give us a call or send us an email, we’ll give you a fresh perspective, challenge your thinking and probably make you laugh as well.

Independent in ownership and outlook we have the insights, imagination and freedom to look at things differently, challenge standard expectations and help clients and their brands to be the best they can be. From six locations across the world comes a team of 300 talented individuals, with different backgrounds, skills, ideas and experiences – but with the common aim of maximising opportunities through brand strategy, design and innovation.

:2KA22222222C7H9;B22H;:F7J>222222222

DOCUMENT NUMBER

MORE INFORMATION I_cedI[[ai$Yec

Dragon

For more than 25 years we’ve been known for our thinking and our creativity, for getting things done, delivering results and for giving our clients the confidence to pursue the future they desire.

Creative Director & Editorial Designer

David Beare Senior Creative / PRODUCTION

Mark Teisler-Goldsmith John Cox Editor

Liana Dinghile Managing Editor

Kerry O’Connor Dragonfly 1Craven Hill, London, W2 3EN

T F E W

+44 (0)20 7262 4488 +44 (0)20 7262 6406 dragonfly@dragonrouge.co.uk dragonrouge.co.uk

Dragon Rouge Group

Dubai Hamburg London New York Paris Warsaw

Image suppliers/contributors

Ace Hotel Airbus Citizen M & Schmoltner Communications Google Map La Bergère Group Loews Hotel Lufthansa Pixel Hotel Ritz Carlton The Address Tourism New Zealand Tourism Queensland Travaid Visit Denmark & Seismonaut YokmoK Aventuras Repro and printing

Printed on Evolution Uncoated stock by Screaming Colour

MORE INFORMATION XWXo\h_[dZboXebj^eb[i$Ye$ka

:2KA22222222I7C22:KCEDJ2222222222222 22


TO BE CONTINUED...

FOUND ON OUR TRAVELS DOCUMENT NUMBER

DOCUMENT NUMBER

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NAME/NOM 8;7H; :7L?:

NAME/NOM P;; :;H;A

?cW]_d[WjhWZ_j_edWb8h_j_i^fkX \hecj^[WmWhZ#m_dd_d]>ej[bZkL_d XhWdZ$JWdaWhZiWh[j^[d[m cWhj_d_]bWii"m[bYec[jeoekh d[mbeYWb$

=[d_ki$7fWii[d][hcejehX_a[\hec L_h]_dj^Wjfhel_Z[ic[m_j^j^[ gk_Ya[ijmWoje][j\hec7je8$J^[ X[ijmWojeWle_Zj^[jhW\\_Y? Zh[WZieckY^edhekj[je >[Wj^hem$=bWcehekijee

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:2KA22222222:7L?:228;7H;222222222222222

MORE INFORMATION l_h]_db_ceX_a[$Yec

:2KA22222222:;H;A22P;;222222222222222

DOCUMENT NUMBER

DOCUMENT NUMBER

&&&&&&&&&&&&&&)

&&&&&&&&&&&&&&*

NAME/NOM 8EKH? A;I>?

NAME/NOM H;:F7J> C7H9;BB

?Êl[Z_iYel[h[ZW]h[Wjd[mYWhXed \h_[dZbo\b_]^ji[WhY^\hec9WhXed H[ifedi_Xb["m^_Y^^[bfioekje i[WhY^WdZYecfWh[j^[Y^[Wf[ij WdZceij[dl_hedc[djWbbo\h_[dZbo \Wh[iWlW_bWXb[\hecjhWl[bm[Xi_j[i \hecWhekdZj^[mehbZ$

?jÊi]h[WjoekYWddemjhWl[bXo jhW_d\hecj^[KA\khj^[hj^Wd <hWdY[;kheijWhe\\[hh[Wbbo]h[Wj \Wh[ije>ebbWdZ"=[hcWdo"Ia_#_d]" oekdWc[_j$=h[Wj\ehj^ei[m^e fh[\[hdejje\bobem#YeijWhekdZ ;khef[Wbbj^[j_c[$

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MORE INFORMATION [kheijWh$Yec

:2KA22222222A;I>?228EKH?222222222222222

DOCUMENT NUMBER

&&&&&&&&&&&&&&+

&&&&&&&&&&&&&&,

NAME/NOM 87HH7JJ B?7D;

NAME/NOM :KCEDJ I7C

J^[d[ma_Zedj^[XbeYa\eh ^eb_ZWoWZl_Y[^WijeX[ I_cedI[[ai$Yec"Wd[mjhWl[b m[Xi_j[m^[h[m[][d[hWj[Yedj[dj _dh[jkhd\ehWi^Wh[_dh[l[dk[$ J^[oWh[YWbb_d]_jj^[OekJkX[ e\jhWl[b$

>Wl_d]X[[dWbel[he\gkWb_joKA ^ej[biWdZ^Wl_d]h[Y[djbo^WZW XWXo"?mWi[nY_j[ZWdZZ[b_]^j[Z je\_dZj^_im[Xi_j[$BeWZie\ [nY_j_d]ijk\\\ehfWh[djiWdZj^[_h b_jjb[ed[i"?YWdjmW_jjejhoed[

:2KA22222222B?7D;2287HH7JJ2222222222222

Call us

About Dragon Rouge

GET IN TOUCH

Dragon Rouge is a global agency with a positive view on the world. We always believe there are opportunities to be found.

As you can see we have some interesting thoughts on brands; what works, what doesn’t and what should never have been tried in the first place. If you do have a branding challenge that you’d like to discuss or if you’d like us to explore a new issue altogether, give us a call or send us an email, we’ll give you a fresh perspective, challenge your thinking and probably make you laugh as well.

Independent in ownership and outlook we have the insights, imagination and freedom to look at things differently, challenge standard expectations and help clients and their brands to be the best they can be. From six locations across the world comes a team of 300 talented individuals, with different backgrounds, skills, ideas and experiences – but with the common aim of maximising opportunities through brand strategy, design and innovation.

:2KA22222222C7H9;B22H;:F7J>222222222

DOCUMENT NUMBER

MORE INFORMATION I_cedI[[ai$Yec

Dragon

For more than 25 years we’ve been known for our thinking and our creativity, for getting things done, delivering results and for giving our clients the confidence to pursue the future they desire.

Creative Director & Editorial Designer

David Beare Senior Creative / PRODUCTION

Mark Teisler-Goldsmith John Cox Editor

Liana Dinghile Managing Editor

Kerry O’Connor Dragonfly 1Craven Hill, London, W2 3EN

T F E W

+44 (0)20 7262 4488 +44 (0)20 7262 6406 dragonfly@dragonrouge.co.uk dragonrouge.co.uk

Dragon Rouge Group

Dubai Hamburg London New York Paris Warsaw

Image suppliers/contributors

Ace Hotel Airbus Citizen M & Schmoltner Communications Google Map La Bergère Group Loews Hotel Lufthansa Pixel Hotel Ritz Carlton The Address Tourism New Zealand Tourism Queensland Travaid Visit Denmark & Seismonaut YokmoK Aventuras Repro and printing

Printed on Evolution Uncoated stock by Screaming Colour

MORE INFORMATION XWXo\h_[dZboXebj^eb[i$Ye$ka

:2KA22222222I7C22:KCEDJ2222222222222 22


Dragon

M;B9EC;

THE ISSUE THAT TRa‹ELS BETTER

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A TRAVEL & TOURISM SPECIAL EDITION

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Dragonfly the Travel Issue