Reposition the brand to reach a new luxury lifestyle audience and create cut through in the highly competitive premium hotel market.
Science showed us that the curiosity personality trait (openness) was very high in the target group and that those high in this trait are more responsive to hedonic messaging and products.
Using our behavioural science based planning framework STIMULUS, we delivered a brand strategy that transformed the consumer experience at every stage of the customer journey. The new brand message of appealing to highly curious travellers was delivered through digital, social, travel agents, and a dedicated in-hotel ‘curiosity manager’.
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18th March 2018