Back in 2012 Jumeirah Hotels, Resorts & Residences asked me to create 7 brand films. At the time they became the most viewed videos on YouTube. Here is how I applied design thinking.
Create seven brand films and ensure engagement for each of Jumeirah’s six guest personas.
To achieve quick buy-in of the concept – The audience consisted of General Managers and marketing teams from each hotel property, including the head office marketing team coordinating the main brand film. The success of the project was to anticipate concerns by supporting each step of the process with logic.
Brand film and property specific video that captures real experiences, that are unique and individual to guests, colleagues and properties.
The little experiences make the STAY DIFFERENT™
I used the ‘STAY DIFFERENT™’ tagline to help sell the idea. I explained that STAY DIFFERENT™ is being supported through the real-life experiences of your guests and colleagues. I also described how the GM’s were so good at responding to guest reviews, we would start there.
I backed-up the idea with logic and insights. I have only included parts of my process below. Please get in touch if you would like to discuss my strategic approach to this type of project. It began with a lot of research…
With six GM’s and marketing teams onboard, I could start generating the storyboards and concepts for each brand film. Once all the stories and experiences were compiled I discovered that each concept could be built around a core character – a Jumeirah colleague who’s role was fundamental to the success of each property. Included in each concept was a customer journey of how the touchpoints would feature in the film.
Along the way, I also discovered USP’s for each property which was not known at the time, and these were built into the films and presented as part of a bigger brand strategy to be rolled out in upcoming projects.
The final delivery included seven brand films, brand books for colleagues, guests and training.
Also included; a sketch book offered as a gift to the client, rich media guidelines, brand statements DNA document and a brand strategy rewritten for all the properties.
Written by Mark Woodward.
Text and images © Copyright 2017 Mark Woodward. All Rights Reserved.
Jumeirah Burj Al Arab Hotel Image created through AirSpace FZ LLC as part of the Jumeirah Image Library. Art Direction, Design & Consultancy – Mark Woodward, Photographer © Copyright 2017 Katarina Premfors. All Rights Reserved.