THE MARKETING STORY by Havas Worldwide Paris for Royal Monceau

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Industry Hotels & Resorts
Media Design & Branding
Market France
Agency Havas Worldwide Paris
Art Director Vanessa Fournier
Released June 2010

Credits & Description

Category: Publications & Business Communications
Date of First Appearance: Jun 1 2010
Entrant Company: EURO RSCG C&O, Suresnes, FRANCE
Creative Director/Publishing: Sylvie Saulnier (Euro RSCG C&O)
Account Planning Manager: Benoit Lozé (Euro RSCG C&O)
Agency Account Manager: Jean-Pierre Montal (Euro RSCG C&O)
Art Director: Vanessa Fournier (Euro RSCG C&O)
Communication Director: Zelda Wittgenstein (Royal Monceau)
Media placement: Portfolio - Distributed To All Hotel Staff Members, Partners And Opinion Leaders - 1 June 2010

Describe the brief from the client
After several months of closure, the prestigious Royal Monceau hotel re-opened its doors. Following a complete overhaul, it is now a modernised version of the place, reflecting "French spirit", explained Philippe Starck, the designer responsible for the new creation, whose aim was to break through the traditional codes found in luxury hotels.
A few months before the reopening, all of the hotel staff shared in this Royal Monceau adventure: that of a mythical palace, a symbol of intellectual life and Parisian luxury, reborn according to design practices of the 21st century. The agency had to design the tool that would allow the whole Royal Monceau community to understand the history of the place, as well as the way this story would be told.

Describe the challenges and key objectives
-Offer an original tool, matching the "artistic" nature of the place (the newly designed Royal Monceau is not only a hotel but a cultural venue).

-Make the document into a faithful reflection of the Royal Monceau's marketing image: a palace combining cultural ambition with very high quality service: a hotel which belongs right in the heart of Parisian life.

Describe how you arrived at the final design

First key element: Put forward an object, not a tool.
The artist's portfolio is a collection of artistic works evoking the creative universe, to escape from the idea of a standard brochure, to offer a genuine "gift-item" to employees.

Second key element: be a part of artistic history in order to make it live on.
The various sets of fonts evoke surrealist collages, Lettrist experiences (avant-garde creatives who had a strong influence in Paris) or some creations by Jean Cocteau (a famous guest at the Royal Monceau).

Third key element: set a tone.
The works tell the story of the palace - its attitude and its architecture - without ever resembling a map or a guided tour.

Give some indication of how successful the outcome was in the market
-The creation was endorsed by Philippe Starck, the hotel's official designer.
-A very positive reception from employees during the hotel's presentation day; the choice of a gift-item was particularly well appreciated.
-Widespread use of the marketing story: also presented to partners, corporate operations and not only internally.