The challenge

To gain new market share, re-engage past customers and improve  margins for Rotana Hotels & Resorts within the lucrative Dubai Friday Brunch market.

Key objective

To create a brand that can punch above its weight and stand out as the best brunch on offer in Dubai  – for fun, feasting and relaxation.  

Our approach

Standalone brandmark > brand design > marketing plan > brand activation > marketing support

Branding

Fun, colour and excitement are the values we sought to  get across to support the USPs and strengths of Rotana’s new offering.

The brand concept focuses on the social side of the occasion as well as the abundance of food, by putting the guests (or Brunchers) centre stage.  Using vibrant colours with eye catching photography and a playful pairing of fonts, the brand is adaptable for different demographics.

Marketing & activation

We positioned the offering squarely at 25 to 39 years, with children welcome too.  The brand was launched via a wide range of collateral and display, including in-hotel and restaurant displays such as posters, wall displays, graphics, menus; this was in addition to a food truck, photo props, digital marketing and social media campaigns.  On-going marketing support allowed for opportunities to refresh campaigns.

Outcome

A successful brand with a unique positioning, that is reinforced by its bold tone of voice, look and feel.