GHE
GHE Recruitment ads
It seemed a natural extension of a 5-star luxury hospitality brand to carry its service excellence forward as a major point of difference into its recruitment advertising. Up until this time, the market and 62 other advertising agencies in Malta placed their recruitment advertising as a ‘Career Opportunity’ leaving the prospect to gain inspiration for …more…
GHE New Year Champagne Label ad
With no photographic budget for the 2009 New Year’s advertising campaign, Ogilvy resorted to finding a solution that conformed to the Brand Identity and Brand Personality to maintain Excelsior’s prestigious 5-star image in the local market. Given the close association between the hotel’s positioning of Living the Grand life and the high life of the …more…
GHE Edward de Bono Thinking Programme ad
When Ogilvy’s idea of using the renowned lateral thinker’s name to promote for a client’s marketing campaign was dropped, it was quickly agreed upon by the Excelsior management. Edward De Bono’s thinking programmes would provide the hook for increased bed/nights at the hotel by European participants of the programme. Ogilvy organised the press conference, designed …more…
GHE Grand Prix ad
Within months of opening its doors, the Excelsior had won 2 Grand Prix and a clutch of other awards for cuisine excellence at Malta’s equivalent of the Salon Culinaire in 2007. This was an opportunity for Ogilvy to work with the newly developed Brand Identity for the first time. Within days, the agency had prepared …more…
GHE MICE Butler
The conference and incentives market in Europe is highly active. It requires a sophisticated approach and deep pockets to build a successful brand profile. The Brand Challenge for Ogilvy was to remain true to the Excelsior’s positioning and Brand Personality as a new 5-star hotel with no background, heritage or network on which to trade …more…
GHE Chef Cuisine
The Excelsior developed a Food & Beverage strategy that successfully tempted the taste buds of the local market using a series of food stations positioned around the restaurant offering different cuisines of the world. This series of four ads celebrated that cuisine style with a first in photography in the advertising. No other 5-star had …more…
GHE Faberge Egg
As the hotel moved into its third year of operations, Ogilvy took the decision to increase the impact of the brand’s press work. Competitor 5-star hotels in Malta were closing in with plagiaristic use of Ogilvy’s work on the brand. While the hotel’s other services like conferencing, promotions, CSR, recruitment and PR provided opportunities for …more…
GHE Valentine’s Day ad
To break with convention in this category and to avoid the problem of delivering a seasonal cliché, Ogilvy adapted the brand identity to showcase the hotels’ Valentine’s Day offering to deliver on the brand’s differentiated positioning. It could be argued that this kind of adaptation of a corporate identity is bastardising the identity of the …more…
