TRENDING
magazine was recently published as another touchpoint .
TELLING A STORY According to Slavonia , who has been with Salamander for five years , making the new brand come to life was not the most difficult task ; it just meant telling a story that had been evolving for years . “ Unlike some other brands that I ' ve worked on , where you ' re sort of searching for a common thread , or you are creating the storytelling , everything about this brand was right in front of us ,” she said . “ It was strictly about organizing and amplifying the message and the DNA that already exists , already lived . From a brand marketer standpoint , it ' s the holy grail , bringing a truly authentic , indigenous brand message to life .”
The fulcrum of it all is Johnson , a billionaire , whose maternal instincts belie a shrewd business persona . “ Sheila is foundational for us ,” Slavonia said , citing a quote attributed to Johnson : “ Our approach to hospitality is the same as it is to family . You will always belong , always feel welcome , respected , appreciated and special .” She calls that specific statement the way everyone at Salamander approaches the business .
“ When you listen to some of the larger companies talk about who they are and what they do , it ' s coming from a boardroom , not from the heart ,” Slavonia said . “ We live , walk and talk this brand every day . Like the way Sheila approaches people , it ' s a really personal connection .”
Salamander Washington DC formerly donned the Mandarin Oriental flag .
Consider the traditional hotel lobby . At Salamander properties they are referred to as living rooms because Johnson ' s vision was to have a place where you ' re welcomed , like in a home . You also won ' t find the traditional front desk , front and center . Instead , they are hidden , concealed from
WE LIVE , WALK AND TALK THIS BRAND EVERY DAY . LIKE THE WAY SHEILA APPROACHES PEOPLE , IT ' S A REALLY PERSONAL CONNECTION
– TRACEY SLAVONIA , CMO , SALAMANDER COLLECTION
80 hotelsmag . com September 2023