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Project Plaza Part4

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A case of real blue skies thinking
 
Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case 2 - Dorchester Collection
Project mission ,[object Object],[object Object],[object Object]
Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Discovery stage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
 
 
Positioning territories Landmarks Quintessentially English Spirit of the City Classic with a modern twist Stellar reputations Service Grand palaces Criteria Motivating & True Deliverable & Futureproof Cross-group attributes & values Collection of masterpieces
Positioning territories Landmarks Quintessentially English Spirit of the City Classic with a modern twist Stellar reputations Service Grand palaces Criteria Motivating & True Deliverable & Futureproof Cross-group attributes & values Collection of masterpieces
Cross-group attributes & values
Group attributes & values The Dorchester Prestigious Traditional Grand Location Homely The Beverly Hills Hotel Prestigious Glamourous Grand Luxury Homely Hôtel Plaza Athénée Prestigious Traditional Modern Dynamic Homely Hôtel Meurice Prestigious Traditional Gracious French Homely Principe di Savoia Prestigious Traditional Grand Style Homely Service Warm Friendly Extraordinary
Group attributes & values The Dorchester Prestigious Traditional Grand Location Homely The Beverly Hills Hotel Prestigious Glamourous Grand Luxury Homely Hôtel Plaza Athénée Prestigious Traditional Modern Dynamic Homely Hôtel Meurice Prestigious Traditional Gracious French Homely Principe di Savoia Prestigious Traditional Grand Style Homely Service Warm Friendly Extraordinary
Homely Brand essence: attributes & values Prestigious
Brand essence: attributes Prestigious Attributes (Hardware ) Prime Locations Individual Character Magnificent Interiors Outstanding Facilities Spirit of the Place Contemporary Heritage Unique & distinctive properties Impressive and sensitive design Famous suites Deluxe bathrooms Destination restaurants and bars Branded spas Distinguished city addresses Premium resort settings Blend of traditional and modern Accents of local culture and colour
Brand essence: values Homely Values (Software ) Welcome Home Real People Generous Service Luxurious Experience Local Flavour Individual Attention Where our guests feel they belong Genuine management and staff Indulgent, passionate and efficient Sumptuous and lavish ambience A true taste of where I am Meeting each guest’s every need
Prestigious Attributes (Hardware ) Prime Locations Individual Character Magnificent Interiors Outstanding Facilities Spirit of the Place Contemporary Heritage Homely Values (Software ) Welcome Home Real People Generous Service Luxurious Experience Local Flavour Individual Attention
Dorchester Collection
 

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Project Plaza Part4

  • 1.  
  • 2.  
  • 3.  
  • 4.  
  • 5.  
  • 6. A case of real blue skies thinking
  • 7.  
  • 8.
  • 9. Case 2 - Dorchester Collection
  • 10.
  • 11.
  • 12.
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18. Positioning territories Landmarks Quintessentially English Spirit of the City Classic with a modern twist Stellar reputations Service Grand palaces Criteria Motivating & True Deliverable & Futureproof Cross-group attributes & values Collection of masterpieces
  • 19. Positioning territories Landmarks Quintessentially English Spirit of the City Classic with a modern twist Stellar reputations Service Grand palaces Criteria Motivating & True Deliverable & Futureproof Cross-group attributes & values Collection of masterpieces
  • 21. Group attributes & values The Dorchester Prestigious Traditional Grand Location Homely The Beverly Hills Hotel Prestigious Glamourous Grand Luxury Homely Hôtel Plaza Athénée Prestigious Traditional Modern Dynamic Homely Hôtel Meurice Prestigious Traditional Gracious French Homely Principe di Savoia Prestigious Traditional Grand Style Homely Service Warm Friendly Extraordinary
  • 22. Group attributes & values The Dorchester Prestigious Traditional Grand Location Homely The Beverly Hills Hotel Prestigious Glamourous Grand Luxury Homely Hôtel Plaza Athénée Prestigious Traditional Modern Dynamic Homely Hôtel Meurice Prestigious Traditional Gracious French Homely Principe di Savoia Prestigious Traditional Grand Style Homely Service Warm Friendly Extraordinary
  • 23. Homely Brand essence: attributes & values Prestigious
  • 24. Brand essence: attributes Prestigious Attributes (Hardware ) Prime Locations Individual Character Magnificent Interiors Outstanding Facilities Spirit of the Place Contemporary Heritage Unique & distinctive properties Impressive and sensitive design Famous suites Deluxe bathrooms Destination restaurants and bars Branded spas Distinguished city addresses Premium resort settings Blend of traditional and modern Accents of local culture and colour
  • 25. Brand essence: values Homely Values (Software ) Welcome Home Real People Generous Service Luxurious Experience Local Flavour Individual Attention Where our guests feel they belong Genuine management and staff Indulgent, passionate and efficient Sumptuous and lavish ambience A true taste of where I am Meeting each guest’s every need
  • 26. Prestigious Attributes (Hardware ) Prime Locations Individual Character Magnificent Interiors Outstanding Facilities Spirit of the Place Contemporary Heritage Homely Values (Software ) Welcome Home Real People Generous Service Luxurious Experience Local Flavour Individual Attention
  • 28.