Luxury Hoteliers Magazine 4th Quarter 2019 | Page 59

SPOTLIGHT Isabelle will be walking us through Relais & Châteaux’s new brand campaign at the International Luxury Hotel Association’s INSPIRE’19 event as she talks about how to put together an effective brand strategy for a luxury hotel. You will learn how social media has replaced traditional advertising and the value of personalization in creating a message that resonates. CREATING DELICIOUS JOURNEYS ‘‘ Rediscover the taste of seasons ’’ Instants Magazine A FARM IN YOU Blackberry WILL BE SPEAKING ABOUT HOW TO REJUVENATE A LUXURY Farm Walland, USA HERITAGE BRAND AT THE ILHA’S EVENT IN DECEMBER. WHAT CAN ATTENDEES EXPECT TO LEARN? TENNESSEE About five years ago, I joined Relais & Châteaux just after their 60th anniversary when they presented a Manifesto at UNESCO to create a better world through hospitality and cuisine and through celebrating local arts of living. This Vision had to be translated into a communications strategy that I had the pleasure of managing. Relais & Chateaux 580 UNIQUE HOTELS AND RESTAURANTS THROUGHOUT THE WORLD is a DISCOVER traditional - potentially old-fashioned - brand. But thanks to the Manifesto, which THE FILM ON RELAISCHATEAUX.COM RELAIS & CHÂTEAUX #RELAISCHATEAUX #DELICIOUSJOURNEYS positioned the brand as an authentic, local, human and fair type of luxury, we were able to turn it into a contemporary brand, true to the taste of cultured travelers who enjoy nature and fine cuisine. With my mission in mind, I started to compose a team with an international press department and local agencies in major markets; a social media manager and community manager; a corporate communications manager; and a person in charge of publications. We refreshed this heritage brand for a digital world filled with ‘conscious luxury’ travelers, from logo to brand campaign, tone of voice and sustainability initiatives. It’s more than storytelling; it’s actually highlighting existing practices of the 580 hotels and restaurants. We are not spinning off marketing or advertising. In fact, I feel like a journalist inside this association, echoing the work of passionate and talented hoteliers through what I can only call documentary work. The properties are run by families, so they inherently communicate the authenticity that guests connect with. ILHA 59