CREATING DELICIOUS JOURNEYS
‘‘ A timeless story
story’’ ’’
Instants Magazine
THE RYOKAN
Each Relais & Châteaux property has the
Asaba ambition to preserve the diversity of cuisines
So, the campaign is an online brand campaign
Japan
that focuses on life’s delicious
journeys. The
brand has invested in 5 short cinematographic
films and prints. And most importantly the
campaign is interactive, engaging guests and
influencers to share their experiences of
delicious moments in a Relais & Chateaux
under the banner #deliciousjourneys.
LADY
and local cultures, share their passion for the
industry, and work together as an association to
create a more humane world. But it was up to
the brand rejuvenation strategy to communicate
these purpose-driven stories across as many as
580 unique properties. We landed on “Relais &
Châteaux: Creating Delicious Journeys.”
I wanted each member of the association
580 UNIQUE HOTELS AND RESTAURANTS THROUGHOUT
WORLD
to be able to THE
express
their property’s point
I BELIEVE YOU HAVE RECENTLY
DISCOVER THE FILM ON RELAISCHATEAUX.COM
RELAIS & CHÂTEAUX of #RELAISCHATEAUX
#DELICIOUSJOURNEYS
view, like a collection of films. Our
LAUNCHED RELAIS & CHÂTEAUX’S NEW
association
counts 580 different personalities,
BRAND MARKETING CAMPAIGN. CAN
architectural
designs, landscapes and cuisines
YOU TELL US ABOUT IT?
from 62 countries. It was a difficult task
It is the exact opposite of a marketing
figuring out how to sum up all 580 stories in
campaign. Indeed it is a brand campaign, but it
one film. And the answer is personalization.
was designed and produced as a series of short
This campaign offers all our members and
documentaries. I don’t believe in advertising.
guests the possibility to express what delicious
Top-down communication does not work
means to them. The intention is to express
anymore. You need to let your guests express
the guests’ point of view on their intimate
themselves and therefore social media is the
experience.
way to go today.
60 ILHA