Relais&Chateaux - Strategic Brand management

Margaux RonfautStrategic brand management – Case study of Relais and Châteaux

Relais and Châteaux - Introduction

Source: Brand Book and Press kits

Relais and Châteaux – Brand story

Relais and Châteaux – Key figures

Relais and Châteaux – Brand’s elements - Slogans

Relais and Châteaux – Guide

Relais and Châteaux – Logo

Relais and Châteaux – Logo

Relais and Châteaux – Other elements

Relais and Châteaux – Colors & Photography

Relais and Châteaux – Online brand elements

Relais and Châteaux – Brand’s promise

Relais and Chateaux – Graphic guidelines

Relais and Châteaux – Brand’s position relative to rivals

Return on Investment -Feedback of two new members (2010)“Also thanks to our membership with Relais & Châteaux our occupancy has increased by 50%compared to summer last year.”Hertelendy Kastely - Hungary“More than US$1.9 million revenue after only 6 months in the CRS”Hotel Raphaël - Rome , Italy

Figures from two North American members $2.1 million revenue for fiscal year 2010 - Wedgwood Hotel and Spa - Vancouver, Canada$2.25 million revenue Auberge St Antoine - Québec, Canada

Relais and Châteaux – Increasing brand’s awareness

Marketing investment: CONSISTENCYDelivering the right message

Consumer multiplier: New channels of distributionIncreasing Market share

Relais and Châteaux – Strenghtening Events - Promotion actions

R&C « Reservations » and R&C « Certificates » generate for 2013:

- AU$ 112.71 million for 400 properties- AU$ 281 775 per property.

- AU$ 23 482 monthly

Relais and Châteaux – Maintaining brand’s awareness – Optimizing Revenue

Thank you

Q&A