Academy Fund.me & Social Media Campaign

HOTELIERSGUILD HOTELIERSFORGOOD & SIRIUSACADEMYAWARD CAMPAIGN&SOCIAL MEDIA “HOW-TO”

TOGETHER WE CAN CREATE A GLOBAL IMPACT

PRESERVING HISTORY HONORING EXCELLENCE CONNECTING GENERATIONS

"The HoteliersGuild Academy of Hospitality Arts and our SIRIUS ACADEMY AWARDS fosters structured exchange between the international hospitality industry and academia.

Through a collaborative, and interdisciplinary approach, we aim to develop an inclusive, responsible and resilient hospitality ecosystem and recognise, honor and support GenerationNext of young hospitality professionals and current leaders ”

ACADEMY MEMBERS Type to enter text

Ari Peralta Sensory Designer, | Neuroscientist, Creative Director. CEO of ARIGAMI, U.K.

Céline Vadam

Aiming to recognise and honor current hospitality leaders, to promote and support talents from our industry’s GenerationNext through scholarships and to pay tribute to Chefs, Architects&Designers, Innovators and Suppliers for their contribution to a DEEPER and more SUSTAINABLE LUXURY.

Our industry has the power to change the world. And our HoteliersForGood initiatives can impact and empower young people and students around the globe.

Our industry is a living laboratory of cultures.

Because the hospitality industry already employs such a diverse cross-section of people – people of a l l d i f fe re n t co l o u rs , c u l t u re s , l a n g u a g e s , b a c kg r o u n d s , a n d religions – we have a gigantic head start in learning how to fix one of the worlds most burning social issue today; namely, race or racism.

Academy Members all share a belief in the power of our industry to transform the lives of young people around the world, volunteering their time to support the important work of the Academy.

Each year, the Board of Academy Members com e togeth er to vote for the winners of the SIRIUS A c a d e m y Aw a r d s , a n d t h i s endorsement from a group of hospitality leaders make the Awards the most coveted in global hospitality.

A collective of senior female industry specialists and academics campaigning for increased women leadership in the hospitality and travel sector.

We believe that improved gender equality at executive level is the key to our industry's future and we are committed to driving positive change through demonstrating academic research, building sponsorship and like-minded networks, transforming design and development strategies, and engaging communication.

SIRIUSACADEMYAWARDS

The Winners of the 2022 SIRIUS ACADEMY AWARDS will be unveiled at a digital awards ceremony mid 2022. The not-for-profit awards campaign is hosted by the HoteliersGuild Academy of Hospitality Arts and curated by its honorary co- founder Lindsey Ueberroth of Preferred Hotels & Resorts, who has donated a significant grant to provide scholarships for underprivileged aspiring students at e.g. Ecole hôtelière Lausanne, Institut Paul Bocuse, Lyon and other universities. It is also generously supported by contributions from distinguished HoteliersGuild members and their companies.

THE SIRIUS ACADEMY AWARDS

RAISON D’ÊTRE AND FORMAT

Our industry has the power to change the world. And our HoteliersForGood initiatives can impact and empower young people and students around the globe.

Our industry is a living laboratory of cultures.

Because the hospitality industry already employs such a diverse cross-section of people – people of a l l d i f fe re n t co l o u rs , c u l t u re s , l a n g u a g e s , b a c kg r o u n d s , a n d religions – we have a gigantic head start in learning how to fix one of the worlds most burning social issue today; namely, race or racism.

Academy Members all share a belief in the power of our industry to transform the lives of young people around the world, volunteering their time to support the important work of the Academy.

Each year, the Board of Academy Members com e togeth er to vote for the winners of the SIRIUS A c a d e m y Aw a r d s , a n d t h i s endorsement from a group of hospitality leaders make the Awards the most coveted in global hospitality.

A collective of senior female industry specialists and academics campaigning for increased women leadership in the hospitality and travel sector.

We believe that improved gender equality at executive level is the key to our industry's future and we are committed to driving positive change through demonstrating academic research, building sponsorship and like-minded networks, transforming design and development strategies, and engaging communication.

THE SIRIUS ACADEMY AWARDS

RAISON D’ÊTRE AND FORMAT The SIRIUS ACADEMY AWARDS have evolved from the long established HoteliersGuild, the private society for international h o s p i t a l i ty l ea d e rs w i t h a pledge to Sustainable Luxury.

T h e n o t - f o r - p r o fi t a w a r d s campaign is hosted by the HoteliersGuild Academy of Hospitality Arts and curated by its honorary co- founder Lindsey Ueberroth of Preferred Hotels & Resorts, who has donated a significant grant to provide scholarships for underprivileged aspiring students at e.g. Ecole hôtelière Lausanne, Institut Paul Bocuse, Lyon and other universities. It is

also generously supported by contributions from some of the best HoteliersGuild members and their companies.

Developed to identify, highlight and reward excellence throughout the global hospitality industry, the SIRIUS ACADEMY AWARDS mission aims to recognise, promote and support talents f rom hospitality’s GenerationNext through scholarships and to pay tribute to Chefs, Architects&Designers, Suppliers...for their contribution to a DEEPER and more SUSTAINABLE LUXURY.

At this testing time, the 2022 SIRIUS ACADEMY AWARDS will be solely organized virtually through the web, without the notion of hosting a trivial ceremony, where one is required to spend a large sum on extravagant outfits and an expensive seat at the social event’s table with the profits usually going to the organiser.

All sponsors' contributions will be auctioned by a renowned London auctioneer and all the proceeds will go to the Academy's cause.

EVERYONE HELPING We have enlisted this collection of tastemakers, industry insiders, marketers, filmmakers, environmentalists, entrepreneurs, writers, artists — creative thinkers all — to talk about our cause and the SIRIUS ACADEMY AWARDS , and how we collectively may lead the charge to drive massive, positive change.

DONORS

AMBASSADORS

LINDSEY UEBERROTH

SONU SHIVDASANI

BEVERLY& DERECK JOUBERT

ASSIA RICCIO

ELISABETTA FABRI

ARI PERALTA

A GLOBAL MARKETING PLATFORM Global Events/Symposiums:

Auction & Social Media:

A Video & Dialogue Series:

TBD: Select HoteliersGuild members will host VIP Press launches all over the world. Our global advisors/ambassadors will chair these high profile events; Our goal is to raise awareness on every continent, in every major city.

The Web is a space for socialization, exchange, and the free circulation of ideas; for citizen participation, as a driver of democracy and cultivator of new economies. Due to the global scope of our industry members and the high profile nature of our ambassadors and advisors we feel that we are in an elevated position opportunity to mobilize a global community towards positive change that includes the public sector, private sector, consumers and recipients.

Our Academy members and Ambassadors Beverly & Dereck Joubert pledged to support the campaign and graciously agreed to produce & narrate a bespoke film that will further connect our causes.

Throughout the year, we will continue to spread the word at webinars, symposiums and more. BLLA/PHG/ StarHotels etc.

Our goal is to inform the world, that we have taken up arms to help …education/ gender/next gen/ …

Heleri Rande, Majella Taylor, Ari Peralta are ready to host/give video interviews.

Special Edition LookBooks and our ForumOfDialogue will be used to generate interest, awareness and supporters.

THE AWARD WINNERS TROPHY Designed by ARI PERALTA of ARIGAMI

Forbes recognised innovator and award-winning designer, Ari Peralta, is one of the world’s leading voices in sensory design. He very kindly agreed to design the SIRIUS Academy Awards trophy.

Ari has worked across multiple media disciplines in both large and small firms in hospitality, retail, healthcare and automotive sectors.

With experiential design as his core skill, Ari has championed strategic and dynamic projects, experiments and pilots across markets, reaching over 10 million consumers with brands such as Nissan, Marriott International and organizations such as the United Nations.

Ari dedicates a lot of his time on sensory design education, working with universities and students of all ages, helping de-stigmatize mental health and promote sensory wellness. Ari serves on several prestigious boards including SciArt Exchange (NASA), Dominicanos en Accion (Arts & Culture) and the GetAhead Charity (Mental Health).

His associates, husband and wife team Valerie Corcias (Argentina) and Dominique Kelly (Brasil) possess a unique southern hemisphere perspective on trends and knowledge related to international visions of culture, ideology and technology.

Dominique has worked on architectural identity for Luxury Brands as Louis Vuitton, Hermes, Baccarat… Valerie has worked on product design and development for many brands. In 2000 they created the PANTONE UNIVERSE consumer brand and signed a worldwide license agreement with PANTONE for conception, distribution and communication of the Brand.

Generic sample draft only!

FUNDING & AUCTION • Lindsey Ueberroth, CEO of Preferred Hotels & Resorts - grant of Euro • • •

30K for scholarships to disadvantaged students Donations from HoteliersGuild members/comp room-nights/dinners etc.

Selective Sponsors from the industry (tbc) SEE ALL DONORS ON https://givergy.uk/ HoteliersGuildAuction2022/?controller=home

https://www.astarexperience.com

SIRIUS ACADEMY AWARDS AN EXCELLENT WAY TO MARKET

WEBSITE A Universal destination: hoteliersguild.com Completely connected, completely inclusive, completely transparent.

Built to drive business, built to inspire, built to transform.

Focused on research, creativity, innovation, and fundraising for our noble causes.

DONATE MIN. OF 2 COMP ROOMNIGHTS DINNERS, GOLF T-TIMES… FOR AUCTION

CO-PROMOTE THE CAMPAIGN & ALL

BECOMING A CAMPAIGN MEMBER The SIRIUS ACADEMY AWARDS campaign will coincide with the launch of HoteliersGuild’s new website and the online auction of our international contributors donation. The Campaign will have three primary pillars:

It’s as easy as...

———————

1

————————

2

————————

3

APPLICATION IS OPEN TO HOTELIERSGUILD MEMBERS AND NONMEMBERS

DONATE MIN. OF 2 COMP ROOM-NIGHTS DINNERS, GOLF TTIMES… FOR AUCTION

CO-PROMOTE THE CAMPAIGN & ALL VIRTUAL EVENTS VIA YOUR NETWORK

——————————

——————————

——————————

GETTING STARTED & RAISING AWARENESS TO BE CREATED WITH ARI PERALTA! PHG/HeleriRande/Majella videos…

To ensure sure we are creating as much connection as possible between all of our friends, ambassadors and joining up across all our content, we’d love for you to start by connecting with our official social presences, if you haven’t already. All of the detail on every platform can be seen to the right.

The official hashtags are #hoteliersguild and #SiriusAcademyAward across all platforms.

All one word. Initials as above in capital H or S. In the content you share we’d encourage you to start by @tag us in your posts and use the hashtag wherever you can.

LinkedIn: #hoteliersguild and #SiriusAcademyAward https://www.hoteliersguild.com

INSTAGRAM: #hoteliersguild and #SiriusAcademyAward https://www.hoteliersguild.com #hoteliersguild YOUTUBE:

BUILDING TRACTION

You can help us spread the word by mirroring the HOTELIERSGUILD landing page on your website or display these banner ads and video. (Below are generic SAMPLES only!)

We are about to created recognisable graphics to share and get the facts out. We encourage you to use these on your website and throughout your social network.

Invited members for the design of Info Cards for BUILDING TRACTION: SUSTAINABILITY & INNOVATION We have to create recognizable graphics to share and get the facts out. We encourage our members + contacts to use these on their respective websites and throughout their social network. New Logo provided by Ari Peralta Whilst all FocusGroup members are welcome to participate, below a shortlist with my content suggestion: • • • • •

Prof. Dr. Willy Legrand - Powerful Keyword Message e.g. SUSTAINABILITY & HOW TO HELP… Dereck & Beverly Joubert - CONSERVATION e.g. with video re their work Ari Peralta - INNOVATION + video Lindsey Ueberroth and Costas Christ - RESPONSIBLE TRAVEL Bill Bensley - SUSTAINABLE ARCHITECTURE&DESIGN

WELLBEING • Prof. Ksenia Kirillova - Powerful Keyword Message • Ari Peralta - ditto • Anni Hood • Prof. Dr. Xinran Lehto • Celine Vadame DIVERSITY & SOCIAL RESPONSIBILITY • Prof. Dr. Sowon Kim - Powerful Keyword Message e.g. on Gender Equality • Assia Riccio • Dr. Jeffrey O.

P SAM

LE

IAL SOC

RE

GR SP.

C

I APH

PROVIDING OPPORTUNITIES FOR

LE

UNDERPRIVILEGED STUDENTS

P SAM

AT OUR

ER GEN

TRO

N

IC I

PLE

SAM

AW

ARD

C

PHI

GRA

PRESERVING HISTORY HONORING EXCELLENCE

PARTNER HOTEL SCHOOLS

CONNECTING GENERATIONS Curated by

Curated by

SUPPORTING

GENDER EQUALITY

SA

FIGHTING

SEXUAL HARRASMENT & RACISM

L MP

TI

OVA

NN E 'I

C

HI RAP

G ON’

INNOVATIVE ART, TECHNOLOGY & GUEST EXPERIENCES

Curated by Curated by

COLOUR SCHEME/LAYOUT & MESSAGE for further discussion creative input requested from Beverly&Dereck Joubert, Ari Peralta, Bill Bensley, Heleri Rande

AND NOW…LET’S START SHARING! SHARE OUR MESSAGE ACROSS ALL OF YOUR SOCIAL MEDIA NETWORKS:

MARCH 01 (BULLET POINT INFO CARDS - more ToBeCreated) Begin sending the message 1.

2.

Share the info cards through all your social media Encourage your colleagues/staff & friends to share through theirs

CONFIRMED AND/OR INVITED

CAMPAIGN PARTNERS

Curated by

THANK YOU! This packet provides you information and material to support our digital and social efforts. If you need advice or content on social engagement please contact our social publishing partners ….mail/website contacts For all other questions please contact HOTELIERSGUILD directly. Thank you for your commitment and support.

Together we can help to CREATE A GLOBAL MOVEMENT