Branding in the Digital Age

Transcription

1 Branding in the Digital Age Piers Schreiber Ross McAuley VP Corporate Communications Director of Marketing

2 Today The Context Customer Centricity The Literal The Lateral Delivering Value to Empowered Customers Q+A

3 The Context

4 Physical Context - Today

5 Physical Context - Tomorrow Abu Dhabi Dubai Baku MallorcaShanghai Kuwait Maldives

6 Commercial Context 1. Leverage the power of the brand to maintain healthy rates & occupancy in existing hotels 2. Build demand for new hotels around world so that they open full and profitable

7 Customer Centricity

8 Customers are evolving

9 Their boundaries are blurring The boundary between at work, on the way home from work and not at work has become blurred to such an extent that for many always-on people, there is no difference.

10 Their journeys are social Dreaming Researching Booking Experiencing Sharing

11 Brand Strategy and Customer Centricity

12 So how do we understand them? Web Behaviour studies Usage statistics & preferences, referrals, conversion Loyalty Program Focus Groups Big Talks with Guests Listening Posts JD Power Survey, Emotional Engagement Audit Feedback Management System Complaints/ Compliments/Suggestions on likes and dislikes, Colleagues interacting with Guests Third party sources of information Pre- and post-visit guest feedback from travel agents/ bookers, knowledge exchange forums with industry professionals, Luxury and Travel publications and syndicated studies Guest spending behaviour Tracking through CRM and Hotel Management Systems, transaction data, Call Center booking patterns, profile data etc

13 The Literal

14 Brand Process ENERGISING THE BRAND ENGAGING COLLEAGUES WITH THE BRAND COMMUNICATING THE BRAND DELIVERING THE BRAND MANAGING THE BRAND GOAL GOAL GOAL GOAL GOAL Deliver guest experience that is aligned with Jumeirah Brand Platform Effective Brand Management Discipline How Jumeirah s Brand Standards are maintained, interpreted and evolved OUTCOME OUTCOME OUTCOME Builds expectations and drives sales Delivery of STAY DIFFERENTTM Promise and memorable Jumeirah Impressions loyalty! Effective Brand Asset protection, management, and appreciation Bring clarity and focus to the promise of STAY DIFFERENT Communicating the Brand Communicating the Brand Platform internally to build Platform effectively to understanding and profitable customer appreciation Segments OUTCOME OUTCOME Stronger Brand Platform Passion for Jumeirah and the promise of delivering STAY DIFFERENTTM

15 Implementing a Service Philosophy I will always smile and greet our guests before they greet me. My first response to a guest request will never be no. I will treat all colleagues with respect and integrity.

16 Implementing a Brand Promise Imaginative and Exhilarating STAY DIFFERENTTM Culturally Connected Thoughtful And Generous

17 Thoughtful and Generous

18 Imaginative and Exhilarating Jumeirah Dhevanafushi, Maldives

19 Culturally Connected Art Dubai at Madinat Jumeirah, Dubai

20 All 3 dimensions in one project

21 The Lateral

22 In Literature

23 In Nature

24 In Sport

25 In Ideas

26 In Film

27 Social Media

28 Case Study: Turtle Rehabilitation

29 Goals Rescue, rehabilitate and release back into the wild any sea turtles that are found sick or injured throughout the region Educate local children, citizens and international hotel guests about sea turtle biology and the local and global plight of the sea turtle Understand the success of rehabilitation and to research turtle movements throughout the region and beyond via a satellite tracking initiative

30 Numbers 2009 Number of sick turtles received 2010 Number of sick turtles received 2011 Number of sick turtles received

31 Rescue Common injuries and ailments include cold stunning, intestinal impaction, impact trauma, entanglement in nets and fishing line and ingestion of foreign objects.

32 Rehabilitation The large quarantine located at the Burj Al Arab Aquarium are perfect for the initial stages of rehabilitation.

33 Research The dedicated team of marine professionals are able to keep a close eye on all of the turtles under rehabilitation at the Burj Al Arab

34 Pre-Release Natural sea water lagoons allows the rehabilitating turtles to acclimatise to ambient environmental conditions before their final release back to the sea.

35 Community Engagement - Education The educational outreach program has been running since 2006 and is currently educating over a 1000 school children per year.

36 Community Engagement Releases Beach releases allow a high number of hotel guests and visitors to become directly involved by witnessing rehabilitated sea turtles making their way down the shore, back into the sea.

37 Social Engagement Awareness Raising Information boards and access to literature is strategically placed to ensure hotel guests are aware of the project and why turtles are on display.

38 Scientific Engagement Tagging Satellite tracking allows us to understand how successful the rehabilitation process is after the turtles are released. In addition it provides further educational opportunities.

39 Social Media Engagement - Tracking After an amazing satellite tracked journey of 8600km, from the UAE to Thailand, Dibba proved that our project can have an affect at a local, regional and international level.

40 Media Engagement - Print With over nearly a thousand followers on Facebook, social media has played a significant role in project awareness.

41 Media Engagement Broadcast/Online Awareness of the project to guests and visitors to Dubai has been raised by international media and social networking.

42 Media Engagement - Examples CLICK TO VIEW CLICK TO VIEW CLICK TO VIEW The Dubai Turtle Project can also be found by visiting the Jumeirah website or by visiting

43 Media Engagement - Examples

44 Delivering Value

45 Value through Generating high quality, rich content that engages customers directly with the brand Registering consistently on all 3 brand dimensions Using the brand to describe current experiences and define new experiences Wider stakeholder engagement colleagues, community, customers, niche interest groups Living the brand promise online, off-line, driving traffic to the website and business to our hotels, restaurants, spas and other businesses

46 THANK YOU