Hotel Brand Hopes ‘Unlocked’ Theme Will Unlock Room Doors
Almost seven years ago, the Le Méridien hotel chain began efforts to change its image from an undistinguished choice for business travelers to a home away from home for the creative classes. Now, another initiative is on tap in an effort to accelerate that makeover.
The rebranding extends as far as menus, business cards, brochures, stationery and even a 24-hour hotel soundtrack called A New Wave, overseen by the French band Nouvelle Vague (whose name means “New Wave”).
The rebranding is being handled internally at Le Méridien and Starwood, which also owns hotel chains like Sheraton, St. Regis, W and Westin. Public relations duties are being handled by an outside firm, the Susan Magrino Agency in New York.