< backGuoman Hotels Christmas brochures
Giving hotels their Christmas presence
Every year, the four London hotels in the Guoman collection offer a series of festive dining, entertainment and accommodation packages. As for all hotel groups, it’s a critical trading period, and in 2011 the market was as competitive as ever.
We were asked to develop a set of brochures, one per hotel, that conveyed both their luxury status and the range of Christmas and New Year packages available. Each brochure had to stand alone, but also fit with the other three in terms of design, structure and overall concept.
We took the classic Christmas image of a star and used finishes, die-cutting and other techniques to produce four distinctive, but still obviously related, executions. The black base helped create a premium feel, with the silver and gold adding the required festive sparkle.
From the outset, we’ve sought to position these hotels as a ‘collection’ – each completely individual, yet united by the Guoman brand values. This project was a perfect example, with a coherent and unified concept resulting in four completely separate brochures, each true to both the Guoman brand and the hotel’s particular character and ambiance.
disciplines used
Research
Tone of voice
Creative
Copywriting
Design
Digital
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