Mövenpick Hotels & Resorts (MH&R) launched its new, modern, trendsetting brand communication at the beginning of 2004. Besides the new contemporary logo for the Group as a whole the brand communication focuses on conveying a new brand value and the associated image campaign entitled “Relaxed”. The re-branding is to be gradually implemented at all the hotels operated by the Swiss international hotel chain and will be completed by the end of 2005.

The brand communication of Mövenpick Hotels & Resorts was entirely revised as part of the re-branding of the Mövenpick Group as a whole. New colours, a new design combined with the new logo, and the “Relaxed” image campaign underscore MH&R’s Swiss hospitality competence and reflect the quality of its four-star and five-star hotels.

The new brand value is conveyed through six core values grouped under the motto “True Excellence in Swiss Hospitality”: 'Bringing pleasure', 'cosmopolitan', 'surprising', 'indulgence allowed', 'uncompromising quality' and 'cultivating authenticity'.

The “Relaxed” image campaign introduces an emotional element to the new brand communication and is aimed at the hotel chain’s target audience: its guests are to feel welcome, well looked after, safe, cared for and in good hands. “Eat well, sleep well, stay well” is one of the slogans communicated in this context. Special versatile image environments have been created in Europe and the Middle East for the “Relaxed” image campaign.

The new brand allows Mövenpick Hotels & Resorts to adopt a holistic approach to the market. All the publications (posters, brochures, flyers, ads, the newsletter and the web site http://www.moevenpick-hotels.com) feature the same layout, which has been defined according to precise specifications. The giveaways and the new exhibition stand, which has already been used this year at all the major travel fairs in Milan, Berlin, Dubai and Frankfurt, also incorporate the same design as an integral component.

“At the moment we’re focusing our activities on standardising the lettering and signage for our 53 hotels worldwide. With the re-branding virtually completed in the Middle East, we are now streamlining our remaining hotels in Europe and North Africa for the future. We expect virtually all our hotels to be re-branded by the end of 2005,” says Steven Nikolov, Senior Vice President Sales & Marketing for the Mövenpick Hotels & Resorts.

“Given today’s market trend in the tourist industry, it is increasingly important to establish yourself and stand out from the competition with a strong brand, and to be recognised as such by your customers. We believe we have succeeded in doing just that with our new brand communication, and we shall go on expanding it in the future,” explains Jean Gabriel Pérès, President & CEO MH&R.

Alain Gozzer
Public Relations Manager
+41 44 712 25 51
Mövenpick