Driven by rapid advances in digital technology, HMH – Hospitality Management Holdings, unveiled today at the Arabian Travel Market the new corporate identity for Coral Hotels & Resorts.
Laurent A. Voivenel, CEO, HMH, said, “We operate in a highly digitalized world that necessitated the brand overhaul of Coral Hotels & Resorts because of the challenges and opportunities we see as we expand. Given the fact that it has been 10 years in operation, we felt it was time to stop and ask ourselves if we have what takes to succeed in the new world that is run by technology. And the questions that popped up were ‘What is it that the customers expect from us?’, ‘How do we want to connect with them and position ourselves locally and internationally?’, ‘How do we wish to be perceived in the market?’ ‘How are we going to cut across brand loyalties?’ And so was born the new identity of Coral Hotels & Resorts that breaks away from tradition with a digital-friendly design and approach primarily aimed at leveraging the brand’s competitive advantage”.
According to Laurent, defining the new identity for Coral Hotels & Resorts has been a fascinating experience.
“We are, no doubt, stepping into a ‘Brand New Era’. The new identity is going to be critical in gaining and retaining market share and will tremendously bolster the Coral brand. It is all very well researched and perfectly aligned with our business objectives”.
The new slogan for Coral Hotels & Resorts – ‘You are unique for us’ – places the customers at the very heart of the brand. Laurent stressed, “What we cannot overlook is that marketing is very much a sentiment led business. You have to tug at the consumer’s hearts to capture their minds. Great marketing has a balance of both – the art of creativity & inspiration and, the discipline & rigour of science. Consumers want to be understood and listened to rather than the other way round. The new identity offers a strong, consistent and focused brand identity on all customer-facing fronts. We have kept it very simple. We believe, people have got to say, ‘Got it,’ when they see it.”
In a fast-paced and ever-changing media landscape, consumer attention is a rare and fractured commodity. Laurent stated, “Digital and social engagement has moved brands outside of advertisements into incidental exposure. As a brand we must serve customers who attend to multiple media simultaneously. Therefore, as part of our marketing and rebranding strategy we are investing heavily in new digital platforms to optimize the consumer experience. Our primary objective is to engage and build strong relationships with our guests.”
The new look will be introduced to consumers with a 360° campaign utilizing print, digital and broadcast media as well as a series of media road shows and strategic on-site promotions at the various hotels under the brand across the MENA region. The rebranding will be executed across all Coral Hotels & Resorts shortly after the ATM.
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