A good hotel is the one that leads people to do things they wouldn't necessarily do at home.Andre Balazs.
Al Reem is a hotel in Jubail in the Eastern Province of Saudi Arabia. The region suffers from a lack of high class temporary accommodation, secure residential units and hotels. Al Jubail is an industrial city and home to a large volume of highly skilled expat industrial workers who come for temporary contract work in the city.
From the company’s experience in dealing with HR departments at firms located in Al Jubail they knew finding good people who will stay in the city has hitherto been a challenge. In addition to this, many firms state that the main concerns of employees are safety for them selves and their families. Many families also complain of poor facilities for them and their children in the city.
Challenges of branding a hotel in Jubail
The key challenge for the brand was how can it create an offer that illustrates core considerations such as the need for security while representing a welcoming, homely nature to its prospective customers too. Other challenges were how to express the name in a way that was acceptable to the local patrons, who could frequent the many food and beverage outlets, whilst also being appropriate to the expat residents.
The brand had no strategy and no consideration was paid to how it would promote itself to the different market segments. The brand had no strength in its visual identity and no definition in its positioning and it lacked any promise to its consumers.
We had to create a brand strategy that could express all the brand had to offer and one which was simple to express to a very disparate audience – from local Saudis to expats from Texas to Tokyo and everywhere in between.
Market research into local sentiment, expat oil workers in the area and the owner’s perceptions. One-to-one interviews with directors, expat HR managers and key family members. Creation of a new strategic framework including a new vision, values, positioning and essence.
The hotel has increase in capacity by 125%. The owners are considering franchising the operation. Perception has increased dramatically amongst employees and senior staff alike. The firm reports that recruitment and retention have improved dramatically. Brand has been rolled out across all communication tools both online and off. Al Reem brand is a unique hotel in Jubail with higher perception and is poised for prosperity.
Why not visit their Facebook page on @alreemvillagehotel and also view the fantastic work we did for Al Reem website on http://www.unisonoagency.com/al-reem-hotel-website-design/
Brand strategy, brand design, collateral, copywriting, market research.
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