Ogilvy Malta build an authentic, relevant and differentiated brand.
Ogilvy Malta was engaged by the new Scottish owners Hazeldene and CampbellGray Hotels who have a smaller global footprint relative to key competitors like Hilton, InterContinental and Marriott, meaning that its brand needed to work harder to attract and retain customers. After meeting with inspirational hotelier Gordon Campbell Gray and understanding CGH’s objectives and the competition it was facing, we knew we needed to address a number of key areas to strengthen the Phoenicia brand. Ogilvy identified an authentic, relevant and differentiated brand proposition and the key touchpoints through which the new Phoenicia brand would have the most impact on hotel clients.
Ogilvy’s first step was to create a business case to demonstrate the expected financial impact of the new proposition and creatively execute the new proposition across key touchpoints starting with brand icon, colour base and namestyle and then extending this across all hotel materials, collaterals, menus and advertising as well as signage while the €15M restoration works were going on.
Ogilvy’s analysis identified clear space and opportunity in the marketplace: a niche between high-end luxury hotels like Relais & Chateaux and large business-focused chains like Hilton and Hyatt. With a 70-year heritage, we also felt that the Phoenicia brand had the potential to offer something different in the Mediterranean, a luxurious yet accessible alternative for those who would be travelling for business as well as pleasure.
Market research found what really distinguished the target audience was their attitude to travel:
Worldly – They shared an interest in other cultures
Discovery – They had a willingness to try new things
Authentic – They sought authentic, enriching experiences.
Ultimately all had in common a heightened level of sophistication and this key insight inspired The Phoenicia Malta brand proposition, a hospitality brand that went out of its way to deliver authentic and enriching experiences that make the traveler’s world feel more personal, and the journey more rewarding, very much in line with the ethos of CGH’s philosophy of attention to detail.