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Aug
08

BGL GOLF

Golf Marketing Campaign Case Study

BGL GOLF

One of the largest golf course operators in the UK, with 22 courses across 10 locations

The Challenge

To build and maintain BGL’s position as the leading UK owner and operator of leisure facilities, including golf, through strategic branding and creative marketing support

Key Objectives

To provide continuous branding, marketing and creative design as required by the group from 2014 onwards.

Our Work

Branding

Rebranding of the BGL Group along with a rebrand or a brand refresh for 10 individual golf locations including Burhill Golf Club at the luxury end of the market to a range of midmarket and budget golf locations and brands.

Creation of a new Adventure Leisure brand from positioning, product concept and naming to brand identity, design development and roll out.  BUNKERS! is a colourful, fun and engaging brand aimed at young adults

Brand roll outs

IM has rolled out the branding and delivered creative concepts, design, rebuild and relaunch of 12 websites encompassing golf clubs, and adventure leisure locations; all positioned to support the sustainability and ecological principles of BGL.

Creation of a new Adventure Leisure brand – BUNKERS! from positioning, product concept and naming to brand identity, design development and roll out.  BUNKERS! is a colourful, fun and engaging brand aimed at young adults.

Design and development of the Group’s first Country Club concept and brand to capture the essence of this contemporary and relaxing golf, health & fitness venue.

Marketing

Creative concepts, design, rebuild and relaunch of 12 websites encompassing golf clubs, adventure leisure locations and the group’s corporate website – all positioned to support the sustainability and ecological principles of BGL.

We continue to provide ongoing marketing support for all leisure brands within the group including digital design, development and content updates.

Redesign and relaunch of BGL’s company website, which includes  some light, fun leisure animation to complement the corporate look.

Outcome

BGL has continuously maintained its leading position in the competitive UK leisure market.

The BGL corporate site, which includes some fun yet subtle animation on each page.

Strategy • Branding • Creative • Digital • Advertising •

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Aug
30

ATLANTIS THE PALM DUBAI SHUIQI SPA

Spa Branding Design Case Study

ATLANTIS SHUIQI SPA

Luxury iconic 5 star resort on the Palm Jumeirah island, Dubai

The challenge

Spa and wellbeing are major components of The Atlantis brand experience and IM was invited to research, review and reposition the complete guest experience in this area, including guest benefits, brand look and feel and launch campaign.

Key objective

To differentiate the brand experience from other luxury wellness spas in the Region.

Our approach

Research > Brand experience >  Brand activation and roll out

New brand experience

Following our analysis of the existing brand, regional customer research, hotel guest research, competitors and trends in wellness, we extended the brand narrative and experience to include 5 key elements and added critical touch points pre arrival and post departure, as well as a more holistic approach within the spa itself.

Brand look & feel

In our aim to showcase the holistic guest experience and wellbeing of the brand, we founded our concept on the ancient approach and traditions to healing and restoring life balance

Brand activation

The visual activation of the concept was based on the underwater ‘magic’ of the lost world of Atlantis.

The creative execution included advertising, in-hotel displays,  collateral and social media designs as well as gifts for display in hotel bedrooms, within the spa and to take home. The focus throughout was on bespoke imagery and tone of voice to evoke wellbeing and relaxation.

Brand Positioning • Product Design • Advertising • Content • Digital

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May
14

CATHAY PACIFIC

Airline Marketing Case Study

CATHAY PACIFIC AIRWAYS

Hong Kong’s flag carrier which serves more than 190 destinations around the globe, voted the world’s best airline for the fourth time in 2014

 The challenge 

To position Hong Kong’s flag carrier as a market leader and the preferred choice of key target audiences

Key objectives

To raise awareness, understanding and engagement of the airline in UK markets over a 4 year period; to reach target audiences for all products including First Class, Business Class, Economy and the airline’s Marco Polo loyalty club. 

Our approach

Create on-going campaigns > Develop for B2C & B2B > Campaign activations > Refresh campaigns continuously

Our work

We designed and delivered a wide range of communications to showcase the premium qualities of the Cathay Pacific brand and brand experience; included were brand brochures, tactical brochures, digital and press advertising, merchandise and premium branded gifts; these were tailored for SMEs, large corporate accounts and leisure travellers to drive business to Hong Kong and beyond in the Far East and to Australia.

In addition, we designed and delivered a series of bespoke promotions to fit key calendar dates; these included fun games, collateral, giveaways and events to engage the travel trade at selected times throughout the year as well as luxury events for top corporate companies and their travellers.  

Outcome

Cathay Pacific remains top of mind and a preferred carrier with key audiences amongst the travel trade, corporates and the leisure market.

Explore our Airline Marketing & Branding services to find out more.

Creative • Advertising • Email Marketing • Print • Merchandise • Events • Presentations •

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May
14

HUB by Premier Inn

Hub by Premier Inn Marketing Case Study

HUB BY PREMIER INN

A compact hotel chain offering a great value, smart & stylish stay in the best city centre locations, established in London’s Covent Garden.

The Challenge

When Premier Inn in 2015 decided  to create a hotel to meet millennial expectations, they engaged IM to provide  a full branding service – from competitive  positioning to concept creation to delivery at all touch points for launch.

 

Our approach

Research > Positioning & story > Brand name & identity > Activation > Roll out

Our work

Brand concept, positioning, brand story, naming, brand identity, tone of voice, product details, brand assets and roll out including high  level signage, internal signage, uniforms, wall graphics, key cards, brand signatures  and brochures.

Outcome

As a high spec, design-led  product, hub has proved to have strong  appeal, running at consistently high  occupancy rates since day one. There are now 11 properties and it is continuing to scale up.

 

 

 

Research • Strategy • Branding • Creative • Digital • Advertising • Signage • Presentations • Uniforms • Merchandise •

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May
14

JUMEIRAH

Luxury Hotel Marketing Case Study

JUMEIRAH HOTELS

Jumeirah Hotels and Resorts is a Dubai-based international luxury hotel chain, including Dubai’s iconic ‘Burj al Arab’.

The Challenge

To promote Jumeirah Hotels & Resorts as an outstanding luxury brand and raise the profile of its individual hotels, UK hotels, European hotels and global network

Key objective

To deliver targeted brand communications with tailored messaging to a range of consumer markets and intermediaries including travel agents and key influencers.

Our work

Over a seven year period, we delivered many brand marketing campaigns for Jumeirah Hotels & Resorts as well as several individual hotel launches in Europe.

Our work included design and development of branded communications according to brand guidelines – from consumer press advertising and global brochures to partnership promotions, hotel opening materials, menus, pull up banners and displays in hotels.

For B2B markets we created digital and print advertising, brochures, flyers and hotel fact sheets; all according to guidelines.

For internal branding and employees, we created a major brand engagement campaign which included digital, press and display advertising and collateral as well as on site communications in the hotels; the campaign was designed to drive recruitment, onboarding, brand engagement and career development across different hotels and departments. 

Outcome

A clear understanding of the brand, its values and its luxury market positioning through consistent brand delivery of corporate and leisure communications to fit the market; strong internal brand campaign and roll out to engender pride and stimulate career development with an advertising HR campaign, to drive recruitment.
https://www.jumeirah.com/

Creative • Print • Advertising • Digital •

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May
12

ALL-OUT BRUNCH

Brunch Creative Marketing Case Study

ROTANA ALL-OUT BRUNCH

Dubai based Amwaj Rotana is on the largest outdoor terrace along Jumeirah Beach

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.

Explore our creative branding services.

Creative • Branding • Advertising • Print • Signage •

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May
11

MARVOLIO’S NOSTRUMS

MARVOLIO'S NOSTRUMS

Unique old apothecary style spirit drinks & liqueurs, concocted using the finest ingredients.

The challenge

Marvolios required branding that would do justice to their ‘apothecary’ style new product range that was about to burst onto the market.

Our objective

To create an intriguing brand with its own unique style and roll it out to key brand touchpoints.

Our approach

Research > Brand Identity > Website > Packaging > Print

Branding

Whilst reflecting the traditional apothecary look, we blended in some contemporary twists resulting in strong standout for the brand within a saturated FMCG market.

This was followed through with the design and build of an immersive website, made up of virtual rooms for the user to explore and interact with for more content.  Animation and scrolling with the journey starting at the bottom, add to the overall ‘strangeness’ and unique flavour of the brand.

We rolled out the branding to packaging and labelling, where the logo mark and label designs are perfectly offset by the traditional apothecary style bottling.

Explore our Creative Branding Services

• Strategy • Branding • Creative • Digital • Packaging • Print

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May
10

ENNESS

Financial Branding Case Study

ENNESS

Global Mortgages 

Leading mortgage broker for high-value, international or complex mortgages

 

The Challenge

To reposition and relaunch the Enness brand and to support the company’s business plan for growth and expansion. 

Since the repositioning, the company has increased its line of products and services as well as entering six international markets.

Objectives

To create a totally new look and feel for the brand to reflect its high-end market position and apply the new branding throughout digital and more traditional communication channels.

Our approach

Brand audit > Brand Identity > Website > Brand Activation > Marketing services    

Brand audit and identity

From the findings of our brand audit, we went on to create a simplified, modernised logo that would resonate with new and existing clients across a global market place.   

We refreshed the colour palette for a more contemporary feel and created a bespoke illustration style to complement the brand identity across all assets; the illustrations, which IM continued to develop over time, have given the brand a unique look & feel that engages across many international markets.     

Brand activation

To relaunch and roll out the new branding, we started by designing and building a new website; at the same time we created a full suite of stationery including business cards along with signage and new collateral; the latter includes digital and print versions and a continuously updated series of market reports and financial guides.

Outcome

The brand has helped to create a strong and unique market position for Enness and the company continues to grow ahead of the competition. 

Explore our Financial Branding Services.

Strategy • Creative • Branding • Digital • Advertising • Print • Email Marketing • Presentations • Interactive forms • Signage • Illustration •

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May
10

EVA BLAKE

Fashion Start-Up Website Design Case Study

EVA BLAKE SHOES

Luxury London shoe designer, producing exclusive collections that are handcrafted in Italy.

The challenge

To create an appealing website to launch a new luxury shoe brand  

Our objective

To create a prestigious but informal website to showcase the client’s beautiful hand-made shoes.

Website

We designed the website to be as simple as possible in order to ensure the shoe collections were the hero on every page.  The site is clean and fresh with splashes of colour to reflect the opulent yet playfulness of the brand which lets the products speak for themselves.  

Creative • Digital •

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May
10

INTERCONTINENTAL

Luxury Hotel Advertising Campaign Case Study

INTERCONTINENTAL HOTELS

A multinational hotels and resorts company with more than 5,300 hotels across nearly 100 countries.

The challenge

To create distinctive communications for some of InterContinental’s most famous individual hotels – whilst protecting the stature of the brand and adhering to global brand guidelines.

Our objective

To bring fresh thinking and creative input to every piece of communication and to ensure standout from local, regional and global competitors.

Our work

InterContinental London Park Lane

As the appointed creative agency for 4 years, we covered the full spectrum of this flagship hotel’s communications including advertising, brochures, sales collateral, menus, spa collateral, digital promotions, events and maps; in addition we created and produced a seasonal magazine for guests, including content management.

New hotel openings

IM was appointed to market and launch both the InterContinental London Westminster and InterContinental London – The O2.

Our work included the creation of concepts with follow through to design and artwork for a full range of launch materials: invitations, marketing collateral, promotions, posters and displays as well as restaurant and spa menus and launch materials.

For in house, we designed and produced a full suite of operational collateral and support materials from guest directories, to in-room gifts to internal forms and employee communications.

 

Creative • Print • Advertising • Digital • Maps • Copywriting •

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