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SeethingsdifferentlyAuniqueperspectiveonlaunchingyournew,refurbishedorbrandconvertedhotel2726CPBrochure•297x297mm:2726CPBrochure297sq22/11/0709:40Page1ContentsMarketingBasicsIntroductionKeyContacts/FTPSiteDetailsBudgetRecommendationsTargetingMarketingActionPlanTimelineTemplatesNewHotelOpeningTemplatesBrandConversionandRefurbishmentTemplatesPublicRelationsCountry/AreaMarketingForums(CMF/AMF)MarketingProgrammesPriorityClubRewardsBusinessandMeetingsMarketingLeisureMarketingPartnershipMarketingDistributionMarketingPerformanceMarketingLocalHotelMarketingSupportSalesCaseStudiesChecklist2726CPBrochure•297x297mm:2726CPBrochure297sq22/11/0709:40Page2HowToUseThisGuideThe‘Seethingsdifferently’toolkitfornewhotelopenings,refurbishmentsandbrandconversionshasbeendesignedtoprovideyouwithacomprehensivesalesandmarketingsolutiontosuccessfullylaunchyourhotel.Foreaseofusewehavebrokenthetoolkitdownintothefollowingsections:MarketingbasicsWithinthissectionyouwillfinddetailedinformationonhowtosetyourmarketingbudget,howtoeffectivelytargetyourcustomers,howtodevelopamarketingactionplan,andwhentoinitiateyouractivitiesintheformofatimeline.Alsowithinthissectionyouwillfinda‘Contacts’pageforkeymarketingpersonnelwhocanassistyouwithyourhotellaunchanddetailsoftheFTPsitewhereyoucandownloadacompleteselectionofmarketingandPRtemplatestouse.TemplatesThe‘Templates’sectionhasbeendividedintonewhotelsandrefurbishments/brandconversions.Withineachsectionwehavesplitthetemplatesintopre-launch,launchandpost-launchactivitiesasthemessagesaredifferentforeachstageoftheprocess.Finallywehavedividedeachlaunchstageintothedifferentmarketsyouwillneedtotarget.Thismeansyoucanpresenttherightmessage,totherighttargetmarket,attherighttimetoensuremaximumrevenuereturn.Asmentionedearlier,alltemplatescanbefoundontheFTPsiteandlogindetailsareprovidedonthe‘Contacts’page.Thesefilescanbegiventoyourmarketingagency(LAWCreativeintheUK)tobeadaptedtoyourhotel’sspecificneeds.PublicRelationsThe‘PR’sectionrepresentsanextensiveguideonhowtomakePRworkeffectivelyandensuremaximisedvisibilityforyourhotel.ThesectioncoversbothexternalandinternalPR,providingyouwithanumberofpre-developedpressreleasetemplatesforexternalcustomersandinformationregardinghowtocommunicateandpromoteyourhoteltoIHGcolleaguesathotelsandcorporateofficesinEMEA.Country/AreaMarketingForums(CMF/AMF)The‘CMF/AMF’sectionexplainsthepurposeoftheCountry/AreaMarketingForumsandhowyourhotelcanparticipate.MarketingprogrammesThissectionprovidesacompleterundownofallthecentrallydrivenmarketingprogrammesthatwillassistyouinsuccessfullylaunchingyournew,refurbishedorbrandconvertedhotelincluding:PriorityClubRewardsBusinessandMeetingsMarketingLeisureMarketingPartnershipMarketingDistributionMarketingPerformanceMarketingLocalHotelMarketingSalesThe‘Sales’sectiondiscussestheroleofEMEASales/GlobalSalesMiddleEast,howtosuccessfullylaunchyourhoteltotherelevantsalesteamsanddetailedinformationregardingiRFP.CasestudiesInformationsharingfromaselectionofhotelsthathavesuccessfullylaunchedtheirneworrefurbishedhotel.ChecklistAsummaryofthekeyinitiativesthatyouneedtoactiontoensureyourhotellaunchisasuccess.2726CPBrochure•297x297mm:2726CPBrochure297sq22/11/0709:40Page3MarketingBasicsIntroductionKeyContacts/FTPSiteDetailsBudgetRecommendationsTargetingMarketingActionPlanTimelineCP•PDFMasterDividerpages:2726CPBrochure297sq29/11/0712:01Page1IntroductionIHGisplanningacomprehensivescheduleofnewhotelopenings,refurbishmentsandbrandconversionsoverthecomingyears,andtoensurewetakefulladvantageofthisexcitingbusinessopportunity,wehavecreated‘Seethingsdifferently’.Thissubstantialsalesdrivenmarketingtoolkitwillassistyouinmaximisingeveryaspectofyouropening,refurbishmentorconversionactivityandensureweachieveutmostvisibilityforoursuperbbrandportfolio.ObjectivesIHGEMEAMarketingisdelightedtoprovideyouwiththetoolstomakeyournew,refurbishedorbrandconvertedhotellaunchagreatsuccess.OverthepastmonthswehaveconsultedallrelevantdepartmentsincludingFranchise,Sales,Marketing,Operations,BrandandPRtoensureallaspectsofthebusinesswereconsidered.Theresultsofmanyinterviewsandmeetingsarereflectedinthistoolkit.Aswellasmarketingadvice,budgetrecommendationsandtemplates,thistoolkitalsoprovidesadetailedoverviewofalltheIHGEMEAMarketingactivitiesthatwillhelpyoudriveincrementalrevenueintoyourhotel.PR,PriorityClubRewards,BusinessMarketing,Meetings,ConferenceandEventMarketing,LeisureMarketing,PartnershipMarketing,DistributionMarketing,PerformanceMarketing,LocalHotelMarketingandSalesareallrepresentedheretoprovideacompleteguideonhowtomakethemostofyournew,refurbishedorbrandconvertedproperties.ThemarketingtemplatesprovidedhererepresentthedevelopmentoftheCrownePlazabrandstyletoensurethateverycommunicationwemaketoourcustomersandguestsisconsistentlydeliveredbothverballyandvisually.Thistoolkithasbeendesignedtobeuser-friendlyandguaranteesthatthecorrectresourcesareidentified,actionedanddeployed.Goodluckwithyourproject–weknowyou’llbesuccessfulduringthisexcitingtimeforusall!2726CPBrochure•297x297mm:2726CPBrochure297sq22