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