1、See things differentlyA unique perspective on launchingyour new, refurbished or brandconverted hotel2726 CP Brochure297x297mm:2726 CP Brochure 297sq 22/11/07 09:40 Page 1ContentsMarketing BasicsIntroductionKey Contacts/FTP Site DetailsBudget RecommendationsTargeting Marketing Action PlanTimelineTemp
2、latesNew Hotel Opening TemplatesBrand Conversion and Refurbishment TemplatesPublic RelationsCountry/Area Marketing Forums (CMF/AMF)Marketing ProgrammesPriority Club RewardsBusiness and Meetings MarketingLeisure Marketing Partnership MarketingDistribution MarketingPerformance MarketingLocal Hotel Mar
3、keting SupportSalesCase StudiesChecklist2726 CP Brochure297x297mm:2726 CP Brochure 297sq 22/11/07 09:40 Page 2How To Use This GuideThe See things differently toolkit for new hotelopenings, refurbishments and brand conversions has been designed to provide you with acomprehensive sales and marketing s
4、olution tosuccessfully launch your hotel.For ease of use we have broken the toolkit down intothe following sections:Marketing basicsWithin this section you will find detailed information onhow to set your marketing budget, how to effectivelytarget your customers, how to develop a marketingaction pla
5、n, and when to initiate your activities in theform of a timeline. Also within this section you will find a Contacts pagefor key marketing personnel who can assist you withyour hotel launch and details of the FTP site where youcan download a complete selection of marketing andPR templates to use.Temp
6、latesThe Templates section has been divided into newhotels and refurbishments/brand conversions. Withineach section we have split the templates into pre-launch,launch and post-launch activities as the messages aredifferent for each stage of the process. Finally we havedivided each launch stage into
7、the different markets youwill need to target. This means you can present the rightmessage, to the right target market, at the right time toensure maximum revenue return.As mentioned earlier, all templates can be found on theFTP site and login details are provided on theContacts page. These files can
8、 be given to yourmarketing agency (LAW Creative in the UK) to beadapted to your hotels specific needs.Public RelationsThe PR section represents an extensive guide on how to make PR work effectively and ensuremaximised visibility for your hotel. The section covers both external and internal PR, provi
9、ding youwith a number of pre-developed press releasetemplates for external customers and informationregarding how to communicate and promote yourhotel to IHG colleagues at hotels and corporate offices in EMEA.Country/Area Marketing Forums (CMF/AMF)The CMF/AMF section explains the purpose of theCount
10、ry/Area Marketing Forums and how your hotelcan participate.Marketing programmesThis section provides a complete run down of all thecentrally driven marketing programmes that will assist you in successfully launching your new,refurbished or brand converted hotel including:Priority Club RewardsBusines
11、s and Meetings MarketingLeisure MarketingPartnership MarketingDistribution MarketingPerformance MarketingLocal Hotel MarketingSalesThe Sales section discusses the role of EMEASales/Global Sales Middle East, how to successfullylaunch your hotel to the relevant sales teams anddetailed information rega
12、rding iRFP .Case studiesInformation sharing from a selection of hotels that havesuccessfully launched their new or refurbished hotel.ChecklistA summary of the key initiatives that you need to actionto ensure your hotel launch is a success.2726 CP Brochure297x297mm:2726 CP Brochure 297sq 22/11/07 09:
13、40 Page 3-Marketing BasicsIntroductionKey Contacts/FTP Site DetailsBudget RecommendationsTargeting Marketing Action PlanTimelineCPPDF Master Divider pages:2726 CP Brochure 297sq 29/11/07 12:01 Page 1IntroductionIHG is planning a comprehensive schedule of new hotel openings, refurbishmentsand brand c
14、onversions over the coming years, and to ensure we take fulladvantage of this exciting business opportunity, we have created See thingsdifferently. This substantial sales driven marketing toolkit will assist you inmaximising every aspect of your opening, refurbishment or conversion activity and ensu
15、re we achieve utmost visibility for our superb brand portfolio.ObjectivesIHG EMEA Marketing is delighted to provide you withthe tools to make your new, refurbished or brandconverted hotel launch a great success.Over the past months we have consulted all relevantdepartments including Franchise, Sales
16、, Marketing,Operations, Brand and PR to ensure all aspects of thebusiness were considered.The results of many interviews and meetings arereflected in this toolkit.As well as marketing advice, budget recommendationsand templates, this toolkit also provides a detailedoverview of all the IHG EMEA Marke
17、ting activities thatwill help you drive incremental revenue into your hotel.PR, Priority Club Rewards, Business Marketing,Meetings, Conference and Event Marketing, LeisureMarketing, Partnership Marketing, DistributionMarketing, Performance Marketing, Local HotelMarketing and Sales are all represente
18、d here toprovide a complete guide on how to make the most ofyour new, refurbished or brand converted properties.The marketing templates provided here represent thedevelopment of the Crowne Plaza brand style toensure that every communication we make to ourcustomers and guests is consistently delivere
19、d bothverbally and visually.This toolkit has been designed to be user-friendly andguarantees that the correct resources are identified,actioned and deployed.Good luck with your project we know youll besuccessful during this exciting time for us all!2726 CP Brochure297x297mm:2726 CP Brochure 297sq 22
20、/11/07 09:40 Page 52726 CP Brochure297x297mm:2726 CP Brochure 297sq 22/11/07 09:40 Page 7Key ContactsPlease direct all enquiries to theEMEA Marketing Hotline: Telephone: +44 (0)1753 410 100or contact:For Distribution Marketing(online/channel marketing)E-mail: For Trade & MICE MarketingRowan MartinTr
21、ade & MICE Marketing Manager EMEATel: +44 (0)1753 410 316E-mail: For Brand Marketing and Brand CollateralMark ThomasBrand Marketing Manager EMEATel: +44 (0)1753 410 339E-mail: For Leisure MarketingSophie ComasLeisure Marketing Manager EMEATel: +44 (0)1753 410 284E-mail: For Partnership MarketingNata
22、sha WildingPartnership Marketing Executive EMEATel: +44 (0)1753 410 282E-mail: For Public RelationsAbigail DuncanCommunications Manager (Internal) EMEATel: +44 (0)1753 410 356E-mail: Suzanne SeyghalPR Manager (External) EMEATel: +44 (0)1753 410 247E-mail: For General QueriesNatalia PerezMarketing Re
23、lations Manager EMEATel: +44 (0)1753 410 288E-mail: For Priority Club RewardsJohn WhitleyMarketing Executive, Loyalty Marketing EMEATel: +44 (0)1753 410 358E-mail: For EMEA Sales, the Global Sales Centre and theConference & Incentives DeskE-mail: c&For Global Sales Middle EastSarah MarronDirector of
24、 Global Sales Middle EastTel: +971 (0)4 408 0806E-mail: 2726 CP Brochure297x297mm:2726 CP Brochure 297sq 22/11/07 09:40 Page 8FRANCEVivien IvanyiMarketing Manager, FranceTel: +33 (0)1 55 31 08 38E-mail: GERMANYSilke KruegerMarketing Manager, GermanyTel: +49 (0)40 32005 505E-mail: ITALYRosanna Badala
25、mentiMarketing Manager, ItalyTel: +39 02 6677 091E-mail: SPAIN & PORTUGALAnja SideriusMarketing Manager, Spain & PortugalTel: +34 91 456 8013E-mail: BENELUX & NON-SPECIFIEDEUROPEAN COUNTRIESNick BosworthMarketing Manager, EuropeTel: +32 (0)2 777 5632E-mail: MIDDLE EAST & AFRICAHaitham MattarDirector
26、 of Sales & Marketing,Middle East & AfricaTel: +971 (0)4 408 0858E-mail: FTP Site DetailsFor your convenience we haveuploaded all of the artwork templatesonto an FTP site. The artwork, whichcan be downloaded from the FTP site,is available in English, German, Italian,French and Spanish. By logging in
27、 youwill be able to firstly choose whether toview the New Hotels or Refurbishments/Brand Conversions templates. Withineach folder we have broken them downby Pre-Launch, Launch and Post-Launch phases and then by the targetmarket. This corresponds with thelayout within the toolkit.You can view each fi
28、le as a PDF andnext to it will be the relevant artwork file.In the UK this file can be sent to LAWCreative for copy changes and in therest of the EMEA region you can supplythe artwork files to your local agency.To access the FTP site enter thisaddress into your web browser:ftp:/ftp.lawcftp.co.ukFold
29、er name: Crowne Plaza toolkitUsername: crowneplazaPassword: toolkitcpIf you have any issues with the FTPsite please call LAW Creative on+44 (0)1582 469 300Country Marketing ManagersIn the UK, LAW Creative provides a help desk, manned by marketing personnel, togive guidance and adapt the artwork temp
30、lates featured in this toolkit to your hotelsspecific needs. You can contact LAW Creative on +44 (0)1582 469 300.If you are not based in the UK, you can contact your relevant Country MarketingManager for guidance and local marketing agency recommendations.2726 CP Brochure297x297mm:2726 CP Brochure 2
31、97sq 22/11/07 09:40 Page 92726 CP Brochure297x297mm:2726 CP Brochure 297sq 22/11/07 09:40 Page 11Budget RecommendationsThe old adage speculate to accumulate has never been so appropriate as in the case of new, refurbished or brand converted hotels.Due to the scale of investment in a project of thisn
32、ature, it does not make good business sense tospend valuable money upgrading, converting orbuilding a new property if we do not tell ourexisting/potential customers about the benefits it willbring and if we do not achieve greater success as aresult of our efforts.Recommended sales and marketing budg
33、ets forcommunicating the benefits of a refurbishment varyenormously depending on individual hotelcircumstances, the opportunity offered by the market,competitive analysis and many other relevant factors.However, expenditure and results examples do exist and are available for individual discussion an
34、d budgetdevelopment via IHG EMEA Marketing.Effective use of your budgetThe most effective way of spending your budget is toensure that you identify each target you need tocommunicate with: corporates, meeting, conferenceand event bookers, leisure guests, local residents,partnerships etc.The more pre
35、cisely you identify your target, the betteryou can tailor your message to them. If you get thesetwo elements correct, then your budget will be spent inthe most cost-effective and results-driven way.However, youll only know what marketing activityworked best for you if you monitor the response.Includ
36、ing a reference to quote on all telephoneenquiries, asking for a voucher to be presented atpoint of sale, or using an enquiry voucher mechanism2726 CP Brochure297x297mm:2726 CP Brochure 297sq 22/11/07 09:40 Page 12will all help identify which activity has generated aresponse. This data should be mon
37、itored and theoutcome recorded so that any future marketing activityuses the correct tools/messages. You also need to record customer information fromyour responses so that your database is current andyou will have soft targets ready for your nextmarketing activity!2726 CP Brochure297x297mm:2726 CP
38、Brochure 297sq 22/11/07 09:41 Page 132726 CP Brochure297x297mm:2726 CP Brochure 297sq 22/11/07 09:41 Page 15TargetingThe average consumer has numerous television channels, radio stations and thousandsof magazines to choose from. Add the countless catalogues, direct mail, online ads anda continuous b
39、arrage of other media such as outdoor consumers are bombarded withads at home, at work and all points in between! So whatever you do has to be highlyvisible, creatively relevant and closely targeted to be effective.BusinessWith the frequent business traveller being your primarytarget audience it is
40、highly important you communicatethe right messages to key contacts within this marketsegment, and that you make full use of all the toolsand programmes that are available to you through IHGEMEA Marketing.Our loyalty programme Priority Club Rewards, targetedat the individual frequent business travell
41、er, offersexcellent opportunities to communicate with your keytarget audience in a very cost-effective way. Please seethe Priority Club Rewards section in this toolkit formore information.Both BusinessClub and Aspirations are loyaltyprogrammes that target bookers in the small tomedium sized enterpri
42、se arena. Whilst BusinessClub isaimed at corporate bookers, Aspirations targetsagents. Please refer to the Business Marketing sectionfor further information on these programmes and alsonote that both programmes are CMF/AMF funded.The frequent business traveller is also likely to use yourrestaurant a
43、nd lounge facilities whilst staying at yourhotel so make sure you unlock any potential marketingopportunities in this area as well. Please see theLocal Hotel Marketing section within this toolkit foradditional information.Most of us, and especially businesses, are web-enabled these days so key marke
44、ting activitiesshould include keeping your website up to date,sending communications out via e-mail blasts andadding a brand or promotional banner to your e-mail.These marketing activities are very cost-effectiveand can generate a high return on investment ifdone properly.Your local publications are
45、 a great way tocommunicate with your local business market and willoften run special features focusing on e.g. hotelfacilities and restaurants in the area. All publicationsproduce readership profiles and circulation figures,so take these into consideration to ensure yourtargeting is effective.Nation
46、al trade publications should also beconsidered, although these can often be expensive. Ifyour budget does not stretch to communications vianational trade publications a concerted PR effortincluding press releases, photographs and personalcontact is a great way to tackle this target. Please seethe ex
47、tensive PR section in this toolkit for furtherinformation on how to make the most out of publicrelations for your hotel.2726 CP Brochure297x297mm:2726 CP Brochure 297sq 22/11/07 09:41 Page 16Meetings, conferences and eventsMeetings, conferences and events, and especiallyresidential events that inclu
48、de overnightaccommodation, are great revenue drivers for hotels and should be one of your key target markets. In addition to corporate meetings, conferences andevents, celebrations such as birthdays, christenings,anniversaries, and of course weddings can generategreat returns on a small investment.
49、Please see the Local Hotel Marketing section in this toolkit forfurther information. Ensure that your message is aimed at key contactsand bookers for these facilities and make full use of allmarketing programmes and tools that are available toyou through IHG EMEA Marketing.The BusinessClub and Aspir
50、ations loyalty programmesalso reward customers for booking meetings,conferences and events. Remember thatBusinessClub is aimed at corporate bookers whilstAspirations targets agents. Please refer to theBusiness Marketing section for further information onthese programmes and also note that bothprogra
