STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE 18 Avril 2014
Jun 14, 2015
STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE
18 Avril 2014
I. The Context
Luxy
Key Figures
§ Crea2on : Miami, 2009
§ Implanta2on : Collins Avenue, Miami,
United States
§ Turnover : 90M€ in 2013
§ 580 employees
3
Tourism & Luxe
France Tourism § Visitors : 29M in 2012 – 17M foreigners (15% Americans, 9% Bri2sh and 5% Japanese)
§ 810 luxury hotel – 52 in Paris
Luxe § 5 categories of luxury hotels : "hôtels gros porteurs, hôtels de charme, palaces, first-‐classe, hôtels grand luxe "
§ Palace Label : 5-‐star+ hotel § 85% of foreigners spend between 650-‐950€ per night
4
The compe2tors & inspira2onal
5
COMPETITORS INSPIRATIONAL
II. STP
Segmenta2on
7
Leisure customers § Exclusive class (aristocracy)
§ Regular class (The bourgeoisie, the leaders, the newly wealthy,
the jet set) § Casual class (the managers, the
young…).
Business customers § Public authori2es and
para-‐publics § The MICE (mee2ng, incen2ve, congress and
exhibi2on) § Show business
Targets
8
Leisure customers Regular class (The bourgeoisie, the leaders, the newly wealthy, the jet
set)
Business customers Show business
MAJOR TARGET SECONDARY TARGET
Posi2oning
Live the Miami experience in harmony with the french vision of luxury
9
Product : Luxy Paris
Launching in 2017
§ Located in Paris, 1st district, near the Champs
Elysées
§ 5-‐star hotel : Future Palace
§ 70 rooms
§ Rooms with striking views
§ Indoor swimming pool
§ Interiors by the french designer, Philippe Starck
§ Bar lounge
10
Prices
§ Deluxe room : 975€ § Miami ROOM : 1 075 € § Miami TERRACE ROOM : 1 245 € § SUPERIOR SUITE : 1 600 € § Tropical SUITE : 3 000 € § PANORAMIC SUITE : 3 500€ § ROYALE miami SUITE : 15 000€ § Penthouse floor: j’aime paris : 20 000€
11
III. Communica2on
Events
Fashion Show
Our Target
13
§ Man/Women § 30-‐65 years old § Preoccupa2on :
Well-‐being, money, travelling, party and shopping.
§ Busy lifestyle
§ Rich § The super-‐rich
§ Urban § Big ci2es § Interna2onal
Persona
My name is Vladislav Doronin… § � 44 YO, Russian businessman, living in Moscou
§ Very busy lifestyle and he travelled a lot all around the world
§ Keen on Champaign, women and pres2gious night
§ Stayed only in 5-‐star hotel and palaces § Looking for the most trendy places
14
Persona
My name is Jennifer McLaine… § 28 YO, living in Miami, mannequin and jet-‐seler
§ Always away from home.
§ Fashion addict § Preoccupied with her well-‐being and appearances
§ Keen on of mode
§ Looking for luxury and outstanding places
15
The driving idea
Promote the hotel trough events na`onal and interna`onal
16
Communica2on plan
17
Unveiling Luxy – Sep 2017
18
DESCRIPTION DURATION AUDIENCE
Organiza`on of an event to celebrate unveiling of the brand new Luxy Hotel in Paris.
1 night § Philippe Starck § Stars : Frédéric Beigbeder, Björk, Kirsten
Dunst, Sofia Coppola, Gaspard Ulliel… § Presse interna2onal luxe, voyage et
mode § Blogger : Chiara Ferragni (Italy), Rei Shito
(Japan), Leandra Medine (USA), Anna Brain (Russia)…
§ Best Customers Luxy Miami
Luxy events
19
DESCRIPTION DURATION AUDIENCE
Events organize by Luxy in the Luxy Lounge bar. 4 types of events : § Miami Night § Luxy Night § Celebra`on § Chanel private fashion show
1 event / per month § Stars § Presse interna`onal
luxe, voyage et mode § Blogger § Clients
IV. Partnership
Le Baron
CHANEL
CHANEL
21
DESCRIPTION
Chanel is a high fashion house that specializes in haute couture and ready-‐to-‐wear clothes, luxury goods and fashion accessories
CHANEL Sponsorship : § Chanel Store on the ground
flour of the hotel
§ Organiza`on of Private Fashion Show ( 2 per years)
PRESENTATION
Le Baron
22
DESCRIPTION
L e B a r o n i s a f o r m e r whorehouse converted into a nightclub, a very fashionable place at this `me.
Le Baron Sponsorship : § Promo`on of the luxy Hotel
during the party organize by the nightclub.
§ Promo`on of the brand
during the Cannes Film Fes`val at Le baron Piano Bar
PRESENTATION
Events Partnership
23
DESCRIPTION
Partnership with different e v e n t s n a ` o n a l a n d interna`onal. § Paris Fashion Week § London Fashion Week § Courchevel New Year's Eve § Cannes Film Fes`val § Saint Tropez White Evening
§ Promo`on of the luxy Hotel
during the par`es and events.
PRESENTATION
KPI
24
Objec`f : Gagner en notoriété
EVÈNEMENTS Kpi: Nbr de par`cipants 2 ar`cles de presse sur les soirées Luxy 2% d’augmenta`on de la fréquenta`on par an
SPONSORING Kpi: Nbr de par`cipants 10 paru`ons presse par an Au moins 8 sponsoring par an
PARTENARIATS KPI: Nbr d’ar`cle de presse 10 paru`ons presse par an 1/10 personne revient au moins 1 fois
IF: Taux de reconnaissance Taux d’arribu`on
Thanks for your aren`on ! STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE