Hotel Brand Hopes ‘Unlocked’ Theme Will Unlock Room Doors | nytimes.com
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.
Le Méridien, which is owned by Starwood Hotels and Resorts Worldwide, is introducing a rebranding that carries the theme “Destination unlocked.” It includes a new advertising campaign, new marketing materials and a redesigned visual identity that involves elements like typefaces, color palettes and photography.
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.
