< backRÉunion Bar Launch materials
A sparkling campaign
Right in the centre of London, close to major tourist attractions, theatres and new office developments, Victoria somehow lacked a high-end champagne and cocktail bar. So as part of its £18 million transformation of the Grosvenor Hotel, located adjacent to Victoria station, Guoman set out to fill what it recognised as a major gap in the market.
What was once the station’s first-class lounge is now the chic, sophisticated Réunion Bar. Overlooking the station concourse, it reflects the hotel’s historic Continental connections in its name and ambiance, and serves champagne and a range of exclusive cocktails.
Having worked with Guoman for a number of years, we were asked to create a complete brand identity, including a logo, website and marketing collateral. Ahead of the launch date, we used POS displays in the station area with QR codes for data capture; we also managed a Royal Mail door-drop to 40,000 local addresses. We’re now working with the Réunion team on a VIP membership scheme and a programme of supporting events.
The opening of Réunion was a vital part of the overall Grosvenor project. We knew we had to create a desirable, premium identity, and then generate masses of awareness, all within a very tight schedule. Our deep knowledge and understanding of the Guoman brand, and experience of launching the other four Guoman hotels, really helped.
disciplines used
Brand values
Creative
Copywriting
Design
Digital
Point of sale
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