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THE LANGHAM, LONDON
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Working with the new distinctive ‘pink’ corporate identity, FOUR IV have created a suite of collateral for the marketing campaign prior to the re-launch of the hotel, this includes a pre-opening brochure and the launch invite that was sent out to 500 VIPs for the grand reveal on 10th June 2009.
The brochure was sent out to press, local and international audiences and to business partners. Its further use was for key events and trade shows to promote the re-launch of the hotel. Using a format of a mini monotone ‘history’ book within a larger format colour brochure, the aim was to present the heritage of the hotel to ensure the positioning of The Langham as the “original Grand Hotel” is a clear message within a modern context. In addition, the brochure presents the new refurbishment within the hotel, the lobby, the rooms, all the F&B offers and meeting rooms. The brochure is image led with supporting key messages that leans towards the ‘fairy tale’ style of copy developed for the advertising campaign, while at the same time giving the concept and approach a new edge.
The Victorian engraving re-created for the party invite and envelope was also taken from the heritage of The Langham and high society of 1865, when the hotel originally opened, complimenting the new corporate identity to give an element of surprise and a premium finish. |
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