Treasure Revealed Treasure Revealed
  • 地标品牌建设
  • 体验
  • 策略

E&O Hotel

Treasure Revealed

Location
马来西亚槟城
Sector
酒店

Strengthening a timeless Asian heritage hospitality brand

The Eastern & Oriental Hotel, or the E&O as it is affectionately known by generations of guests, is a majestic heritage hotel that has graced Penang since 1885. Part of a trilogy of colonial era hotels established by the Sarkies brothers, including the Raffles in Singapore and the Strand in Yangon, the E&O needed to strengthen its brand after the refurbishment of its Heritage Wing.

“The launch of the E&O’s refurbished Heritage Wing provided an ideal opportunity to refresh the E&O brand. The Sedgwick Richardson team worked closely with our hotel owners and management to clearly define our brand of hospitality. Crafting a set of brand promises to guide a more cohesive, personalised E&O brand experience, one that could also come to life through social channels.”

Alison Fraser
General Manager, Eastern & Oriental Hotel

Purpose

Tasked with refreshing the experience of a brand with almost 135 years of history, we created a set of eight brand promises which were closely linked to the DNA of the brand over time. Through immersion sessions with the E&O department heads we helped institutionalise the E&O brand promises across functional areas.

To make the link in time between the past and the present, a series of E&O truisms were crafted to tell simple truths about the brand promises with an authentic tone of voice.

image
image

As part of an integrated campaign leading up to the launch of the E&O’s refurbished Heritage Wing, we refreshed the brand’s social media content and visual equities.

To help staff understand the brand a set of core values cards and employee focused back of house posters accompanied the brand promises as a quick and easy reminder on how to live the brand every day.

image
image

And, as the Heritage Wing re-opened its doors to welcome the world yet again, a digital campaign and exhibition was created to communicate the brand purpose.

image
image
image
image
image
image
image
image
image
image
image
image

Before bringing it all together into a treasure trove of brand assets, the E&O brand guidelines.

Copied Address to clipboard
This site is registered on wpml.org as a development site. Switch to a production site key to remove this banner.