Case study of the process Storytelling with art + Positioning of a boutique hotel
In collaboration with the team from MüllerValentini, we´ve developed and suggested the following scenario for a boutique hotel development company in the DACH region. Reflecting the clients vision, philosophy and own art collection with the strong emphasis on 1930´s area – this case study outlines the holistic approach we suggested to undertake in order to position the hotel as the art hotel in town with an international focus on gathering collectors, lifestyle connoisseurs and anyone who loves design, art, and unique experiences.
A new positioning for an already existing boutique hotel in the heart of the capital city. The owner, a family group passionate about art, philanthropy, and hospitality wanted to re-position the current hotel with their own art collection and a cohesive story behind for future hotel guests to explore but also feature their own art collection as part of the USP and tailored experiences.
THE CLIENT BRIEF
How can the developed story be stringently told and experience at all points of contact of the hotel brand? How can we translate the story into a sensual experience within the hotel, in a communicable form that spreads in the media, in ads, blogs, film or editorial contributions, or even personal recommendations by employees, hotel guests and strategic partners – to develop an international “must-experience” hotel stay.
Through workshops, questionnaires and extensive research, we develop the strategic orientation of the hotel brand: What makes it unique, what makes it unique and what is the central promise to its stakeholders. The results of this analysis are condensed into a positioning that may (but need not) include values such as values, mission, vision, tonality, but definitely gives a well-formed USP. The positioning /USP is the core and common thread for communication and storytelling. At the same time, it offers a reliable reason for the decision-proof design, the communication strategy and tailored art collection to ensure all go hand in hand with the story developed for the client. Once all confirmed by client, we start developing and creating those tailored and bespoke concepts in line with the confirmed story, budget and deadline.
THE PROCESS BEHIND
Within the framework of a strategic brand positioning, we develop the narrative core of this story and fix it in the sense of a formulated Unique Selling Proposition with the integration of the client´s own art collection as well as art installations by international artists. The concept tailored for the client should attract international trendsetters, lifestyle bloggers, art collectors and position the hotel as “the place to be in the city” throughout the entire year – with their own in-house events, mix-use of the space to generate additional ROI – through the tailored strategy and communication activities developed for the client and their goals.
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Reach out to Alexandra Schafer
+43/ 676 55 11 252