The brief: IHG had ‘acquired’ nearly 100 resorts with no cohesive long term strategy so the strategy had to be set. To define the resort proposition, and create the framework for delivering the proposition and how this framework would be delivered regionally and locally.
Solution: To establish what the group and individual brand strategy should be in the resort space and what it meant for positioning, location strategy, resort design, operational model.
Result: Defined global resort proposition with a brand plan and a clear positioning map and where the brand should play.
Brands: IHG Global Resorts
Skills: Branding, Guest Experience, Design, Strategy, Proposition
Client-side project
Date: 2011 - 2013