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Brand New: a new hotel, a new brand CS Partners Pte Ltd, “Project Plaza”, 9 October 2007
Contents ,[object Object],[object Object],[object Object],[object Object],[object Object]
Partner Piers Schmidt  is one of the consulting industry's most creative, inspiring and entrepreneurial thinkers. A challenger of conventions and a true innovator of solutions,  he has led and operationalised brand-led transformation programmes for some of the world's leading corporations. Piers now specialises in the travel and hospitality sectors where his expertise has been tapped by some of the industry’s top names.
Associate Bruce Hutchison  is one of the most diversely experienced hospitality executives in the world today. Having led operations and marketing from Africa to  New York, Bruce has closed, renovated and opened many hotels and defined and launched many new products and brands. He has managed crises from coups to crashed planes and  still finds time to stir up a magnificent risotto nero.
Hospitality & leisure credentials Armani Hotels & Resorts British Airways British Airways Holidays Conrad Hotels Comores Islands De Vere Hotels & Resorts Dorchester Collection Hilton Hotels Corporation Hilton International Hospitality Property Fund Kerzner International One&Only Resorts oneworld Southern Sun Hotels Sun International Quintessentially Ltd World Leisure Holidays
Case 1 - One&Only Resorts
Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Wish you were here!
The luxury resorts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A luxury brand New brand
The Challenge How to combine five hotels – some of the world’s  most beautiful and seemingly individual resorts –  into a single luxury brand
The process ,[object Object],[object Object],[object Object],[object Object],[object Object]
Stage One – Discovery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
Kanuhura Sun Resort & Spa Maldives
 
 
 
A nutty problem
Kernel Shell
The DNA lives in the kernel DNA DNA DNA DNA DNA
The kernel up close Excellence & Distinctiveness Kerzner DNA Genuine Hospitality Design Sense of Place Life & Energy
Brand Promise Singular resorts and unique experiences
Name – Blue Sky thinking
Excellence & Distinctiveness Genuine Hospitality Design Sense of Place Life & Energy Branding: Excellence & Distinctiveness
Excellence “ The One” Genuine Hospitality Design Sense of Place Life & Energy Branding: Excellence & Distinctiveness
Distinctiveness “ The Only” Genuine Hospitality Design Sense of Place Life & Energy Branding: Excellence & Distinctiveness
Distinctiveness “ The One, the Only” Excellence Genuine Hospitality Design Sense of Place Life & Energy Branding: Excellence & Distinctiveness
One&Only

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Project Plaza Part1

  • 1.  
  • 2. Brand New: a new hotel, a new brand CS Partners Pte Ltd, “Project Plaza”, 9 October 2007
  • 3.
  • 4. Partner Piers Schmidt is one of the consulting industry's most creative, inspiring and entrepreneurial thinkers. A challenger of conventions and a true innovator of solutions, he has led and operationalised brand-led transformation programmes for some of the world's leading corporations. Piers now specialises in the travel and hospitality sectors where his expertise has been tapped by some of the industry’s top names.
  • 5. Associate Bruce Hutchison is one of the most diversely experienced hospitality executives in the world today. Having led operations and marketing from Africa to New York, Bruce has closed, renovated and opened many hotels and defined and launched many new products and brands. He has managed crises from coups to crashed planes and still finds time to stir up a magnificent risotto nero.
  • 6. Hospitality & leisure credentials Armani Hotels & Resorts British Airways British Airways Holidays Conrad Hotels Comores Islands De Vere Hotels & Resorts Dorchester Collection Hilton Hotels Corporation Hilton International Hospitality Property Fund Kerzner International One&Only Resorts oneworld Southern Sun Hotels Sun International Quintessentially Ltd World Leisure Holidays
  • 7. Case 1 - One&Only Resorts
  • 8.
  • 10.
  • 11. A luxury brand New brand
  • 12. The Challenge How to combine five hotels – some of the world’s most beautiful and seemingly individual resorts – into a single luxury brand
  • 13.
  • 14.
  • 15.  
  • 16.  
  • 17. Kanuhura Sun Resort & Spa Maldives
  • 18.  
  • 19.  
  • 20.  
  • 23. The DNA lives in the kernel DNA DNA DNA DNA DNA
  • 24. The kernel up close Excellence & Distinctiveness Kerzner DNA Genuine Hospitality Design Sense of Place Life & Energy
  • 25. Brand Promise Singular resorts and unique experiences
  • 26. Name – Blue Sky thinking
  • 27. Excellence & Distinctiveness Genuine Hospitality Design Sense of Place Life & Energy Branding: Excellence & Distinctiveness
  • 28. Excellence “ The One” Genuine Hospitality Design Sense of Place Life & Energy Branding: Excellence & Distinctiveness
  • 29. Distinctiveness “ The Only” Genuine Hospitality Design Sense of Place Life & Energy Branding: Excellence & Distinctiveness
  • 30. Distinctiveness “ The One, the Only” Excellence Genuine Hospitality Design Sense of Place Life & Energy Branding: Excellence & Distinctiveness