Luxury hotel and destination marketing (EN) by ZOO Communications

ZOO DESTINATIONS

For over 20 years we have been at the forefront of hotel marketing, working with some of the biggest names in the business. With offices in London and Paris and a very experienced team of creatives and multimedia designers, we can offer you full service support, or enhance your in-house and agency teams with specialist advice and services.

CONTENTS 04 Branding l 18 Brochures l 24 Online l 26 E-marketing l 28 Outsourced marketing departments 30 Brand guidelines l 34 Zkit â&#x20AC;&#x201C; sales team apps l 36 Signage l 42 Services l 43 Client register l 44 Contact

BRANDING: OETKER COLLECTION

Driven by a ‘passion for living’, the Oetker Collection is arguably the most inspiring selection of masterpiece hotels in the world, embodying the finest European hospitality and French elegance. As the brand’s lead creative agency, ZOO assists with global brand development as well as digital strategy. In addition to various advertising campaigns and website design projects, ZOO creates unique solutions for the brand’s printed communication, e-marketing, merchandising and sales collateral.

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1 1.1

INTRODUCTION

1.2

LOGO

1.3

LOGO VARIATIONS

1.4 1.5

Oetker Collection LOGO

OUR BRAND AND LOGO

The Oetker Collection pearls, the Oetker Collection script brand, as well as the sub-heading “Masterpiece Hotels”. The Oetker Collection script brand is based on Gill Sans. It has been specially designed and is never to be replaced by another font.

LOGO USAGE TONE OF VOICE

FONTS

COLOURS

IMAGERY

APPLICATION

OUR BRAND ONLINE

APPLICATION ONLINE

HOTELS LOGOS

HOTEL APPLICATION

OETKER COLLECTION MAIN LOGO (20%)

THE OETKER COLLECTION BRAND CONSISTS OF THREE ELEMENTS:

The size of the pearls in proportion to the Oetker Collection script brand should likewise remain unchanged. If the pearls are at a height of 20mm or less, the variation of the pearls’ colour gradient is replaced by a continuous, or smooth, surface tone. The script brand is intensiﬁed for the smaller version. There are four presentation alternatives for the pearls: > 15% Pantone 432C colour gradient and hot foil embossing: mother-of-pearl > 20% Pantone 432C colour gradient

FOR A PEARL-HEIGHT LESS THAN 20mm (35%)

For a pearl-height less than 20mm: > 15% Pantone 432C surfaces and hot foil embossing: mother-of-pearl > 35% Pantone 432C surfaces

OETKER COLLECTION BRAND GUIDELINES SPRING 2011

< 20mm

The Oetker Collection text lines and the sub-line always appear in 100% Pantone 432C.

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O OETKER COLLECTI COLLECTION CO C O ON BRAND GU GUIDEL GUIDELINES INESS

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BRANDING: SHAHDAG MOUNTAIN RESORT

M O U N TA I N R E SO RT

The Ministry of Culture and Tourism of the Republic of Azerbaijan approached us to breathe life into their dream of creating a mountain resort in the Caucasus Mountains. We created brands for the resort and three hotels, and delivered a wealth of collateral, both on- and offline, including a â&#x20AC;&#x2DC;way-findingâ&#x20AC;&#x2122; and signage system for each hotel. We also delivered a library of photography of the hotels, activities available and resort area.

Hotel & Spa

2.1

ZIRVE HOTEL Logo and exclusion zone

EXCLUSION ZONE The exclusion zone on the logo is measured from the value of x. The x measurement is always the height (as shown) and this is consistent to whatever size the identity is reproduced.

ZIRVE HOTEL BRAND GUIDELINES WINTER 2012

ZIRVE HOTEL BRAND GUIDELINES

BRANDING: L’APOGÉE COURCHEVEL

In the heart of the French Alps, high in the most exclusive location of 1850 is L’Apogée Courchevel, the latest masterpiece hotel from Oetker Collection. This new property immerses guests in a combination of contemporary style and exceptional service. Working with the Oetker team and the hotel’s architect Joseph Dirand and interior designer India Mahdavi, ZOO created a pre-opening digital strategy, launch program and ongoing positioning of the hotel. This included the design and production of a host of printed materials including branded merchandise, giveaways and in-room marketing materials which can be seen and enjoyed by guests throughout the hotel.

15 / BRAND APPLICATION

15.2 LAMINATED BAG

15.1 IN ROOM DIRECTORY Example shown: white box with foiled logo on top. Branded directories with debossed secondary graphic on the cover.

Alternative colours for outer box

L APOGÉE L’APOGÉE É COURCHEVEL BRAND GUIDELINES

Bronze logo with Pantone 209 and bronze repeat pattern to inner

L’APOGÉE É COURCHEVEL BRAND GUIDELINES

BRANDING: FREGATE ISLAND PRIVATE

Set on a 2.19 square kilometer private island in the middle of the Indian Ocean, Fregate Island Private is a jewel of conservation â&#x20AC;&#x201C; unique on the planet. This secluded sanctuary hosts 16 luxurious villas overlooking turquoise waters, hundreds of exotic birds, 2,200 free-roaming giant Aldabra tortoises and lush vegetation circled by seven idyllic beaches. A true paradise on earth. Reflecting the hotels ecological stance ZOO carefully selected suitable materials and created a host of printed materials including branded merchandise, giveaways and in-room marketing materials which can be seen and enjoyed by guests throughout the hotel.

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COLOUR – PRIMARY COLOUR PALETTE

COLOUR GRID

OUR COLOUR PALETTE

APPLYING OUR COLOURS

The brand has a palette consisting of two principle colours: Fregate Island Private Mustard Pantone® 117 and Fregate Island Private Warm Brown Pantone® 7532.

Given the range of colours employed by both our primary and secondary palettes, we have produced a colour grid to illustrate the different potential colour combinations for you to use.

These colours feature in our logo and are, therefore, integral to our brand communication.

Each of our colours can be used as either a lead or background colour. (Please note, we consider ‘White’ a background colour.) Consequently, each colour can be positioned on six different colours.

COLOUR MATCHING You should use the Pantone® references to match for correct reproduction of the primary colours by a professional printer. These standards are included in the current edition of the ‘Pantone® Colour Formula Guide’. Coated colour swatches are to be the master colour reference for all colour matching.

6% Cyan 27% Magenta 100% Yellow 12% Black

23% 37% 45% 65%

Cyan Magenta Yellow Black

PANTONE 117 BACKGROUND

PANTONE 7532 BACKGROUND

PANTONE 551 BACKGROUND

PANTONE 548 BACKGROUND

PANTONE 333 BACKGROUND

PANTONE 7742 BACKGROUND

PANTONE 7532

PANTONE 551

PANTONE 548

CMYK (PROCESS) PRINTING Custom CMYK colour breakdowns have been selected to provide the best possible starting point for process colour reproduction. Where possible these values should be adjusted for the closest match to their respective Pantone® colour swatches.

WHITE BACKGROUND

PANTONE 117

PANTONE 333

PANTONE 117C

R G B

201 151 0

Web # C99700

PANTONE 7532C

R G B

99 81 61

PANTONE 7742

Web # 63513D

FREGATE ISLAND PRIVATE

BRANDING: PALAIS NAMASKAR

Arguably the most enigmatic 5-star retreat in Marrakech, Palais Namaskar represents acres of tranquillity and impeccable hospitality. Exclusively designed around consummate guest satisfaction, Palais Namaskar is part of the Oetker Collection. Supporting the brand throughout the critical launch phase, ZOO undertook brand development and communication strategy. In addition to the website, ZOO also produced a variety of items for the official opening as well as in-room collateral and merchandising.

5 / LOGO VARIATIONS

PALAIS NAMASKAR MAIN LOGO

< Logo emblem should be printed Pantone 872C and the script should be 100% Pantone 432C wherever possible. Only where there is no alternative can the a 4 colour process version be used.

< In exceptional circumstances the emblem can be printed using hot foil technique, the script should be 100%

DRAFT 1 DECEMBER 2011

If unsure on the recommended use of a logo please contact a member of the Palais Namaskar marketing department

PALAIS NAMASKAR BRAND GUIDELINES GUIDELIN ES

BRANDING: HEVER HOTEL COUNTRY CLUB

Hever Hotel COUNTRY CLUB

Hidden away in the idyllic Kent countryside, the Hever Hotel Country Club is a charming destination for corporate events and private engagements, all accompanied by impeccable hospitality and an authentic country estate experience. As part of a major refurbishment and upgrade project, ZOO was commissioned to refresh the brandâ&#x20AC;&#x2122;s identity and sales collateral to create a more appealing brand personality.

BRANDING: SUPRANATIONAL HOTELS

With a portfolio encompassing more than 800 properties around the world, Supranational Hotels represents first-class service and convenience. From family resorts and leisure hotels to concept boutique hotels across 75 countries, Supranational brings together 40 hotel groups and over 200 independent properties. ZOO was tasked with the creation of a new brand identity, diverse marketing collateral and the development of a multifunctional website. The new website not only offers a range of booking services for guests, but also serves as an intranet to facilitate communication and collaboration between partner hotels.

BROCHURES: UTELL HOTELS & RESORTS

A brand of Pegasus Solutions â&#x20AC;&#x201C; The world leader in technology and corporate services for the hospitality industry. We were tasked with creating on- and offline directories for their Boutique, Business and Luxury hotel sectors, managing the design and production of directories of over 240 pages each.

BROCHURES: HOTEL DU CAP-EDEN-ROC

An exclusive haven of perfection and privacy, the Hotel du Cap-Eden-Roc graces the incomparable Côte d’Azur. It is an iconic destination steeped in history and is part of the Oetker Collection. Guiding the brand through a comprehensive upgrade, ZOO developed an insightful communication strategy while creating a distinct tone of voice and photographic style for the website and brochure. iPad applications, email campaigns and print collateral were also developed.

BROCHURES: PALAIS NAMASKAR

ONLINE: SHAHDAG MOUNTAIN RESORT

M O U N TA I N R E SO RT

Working with limited assets and a 10-day deadline we produced a bilingual site, with downloadable assets and a scalable framework that will easily grow as the Resort becomes established.

E-MARKETING: OETKER COLLECTION

The Oetker Collection is arguably one of the most inspiring groups of masterpiece hotels in the world, embodying the finest European hospitality and French elegance. As Oetker Collectionâ&#x20AC;&#x2122;s lead creative agency, ZOO assists with global brand development as well as digital strategy for all of the hotels. Working very closely with the Oetker Collection management team and the General Managers of the hotels, ZOOâ&#x20AC;&#x2122;s digital activities include designing and developing highly effective hotel websites and blogs, implementing e-marketing strategies that drive online sales, and the development of an iPad-based sales app. On the offline side ZOO also created beautiful printed communication, advertising, merchandising, in-hotel items and sales collateral.

OUTSOURCED MARKETING DEPARTMENTS: KARPAZ GATE MARINA

Working with international investors and operators we have delivered, over a number of years, an â&#x20AC;&#x2DC;outsourcedâ&#x20AC;&#x2122; marketing department delivering leads, international on- and offline advertising and exhibition programmes, collateral and merchandising activity.

BRAND GUIDELINES: PALAIS NAMASKAR

BRAND GUIDELINES: OETKER COLLECTION

As the brandâ&#x20AC;&#x2122;s lead creative agency ZOO assists with global brand development and policing of brand usage via a series of online brand manuals.

ZKIT: OETKER COLLECTION

Using ZOOâ&#x20AC;&#x2122;s Zkit sales application framework as a starting point, we developed a customised application containing all the approved brand assets that the sales team would need to attractively present the Oetker Collection and its hotels. Whether using images, slides, videos or PDF documents, the sales team can easily build highly personalised presentations directly on the iPad. Presentations are made using simple tap-drag-drop, and once ready can be shared with colleagues or exported as a PDF and then emailed as a meeting follow-up. The application is easily updated, allowing fresh content to be automatically pushed out to all authorised iPad users and thus ensuring everyone is up-to-date and presenting the very best the Oetker Collection has to offer.

SIGNAGE: EXTERIOR

For more than 25 years Rivermeade Signs have designed, manufactured and installed signs for hotels throughout Europe and the Middle East. Having now worked with them on a number of projects, we are delighted to partner with Rivermeade and showcase here a small selection of their award-wining exterior, interior and stadia work.

SIGNAGE: INTERIOR AND DIGITAL SIGNS

SIGNAGE: STADIA SIGNAGE

SERVICES Branding and name generation l Collateral l Digital l E-marketing Outsourced marketing departments l Brand guidelines l Mobile apps l Signage

CLIENT REGISTER Current and recent clients

M O U N TA I N R E SO RT

CONTACT For more information on how we might be able to help you please call either: Lars Clausen MANAGING DIRECTOR TELEPHONE: +44 (0)20 8541 0800 EMAIL: lars.clausen@zoocomms.com

Martin Tonks DIGITAL DIRECTOR TELEPHONE: +33 (0)1 44 55 01 24 EMAIL: martin.tonks@zoocomms.com

Simon Veale STRATEGY DIRECTOR TELEPHONE: +44 (0)20 8541 0800 EMAIL: simon.veale@zoocomms.com

Jason Coleman CREATIVE DIRECTOR TELEPHONE: +44 (0)20 8541 0800 EMAIL: jason.coleman@zoocomms.com

ZOO Communications – UK 133 London Road Kingston Upon Thames Surrey KT2 6NH UK ZOO Communications – FRANCE 253 Rue Saint-Honoré 75001 PARIS France www.zoocomms.com