IV.-3(铂尔曼会议工程)

Meetings&EventsConceptOctober20122TrendsandnewbehaviorsLeveragethePullmanbrandnamePullmanMeetingConceptNewbrandplatformBecome“theplacetomeet”Behaviorsandtrends–1/2Democratizationofmeetingsandemergenceofcoworking:avarietyofmeetingvenues(bars,airlinelounges)+eliminationofpermanentoffices+ubiquityofmobiledevices=meetingspacesthatstretchbeyondthelobby-bartofusewith“conventional”meetingareas.Needtodifferentiateourmeetingspacesfromothercategoriesofhotelsandfromin-companymeetingspaces.Needtobealwaysconnectedwiththeoffice,multitasking.Asuccessfulmeetingisameetingthatseesrealexchangesandmemorablemomentssharedwithotherpeople,ameetingthatspansideasthatkeepthebusinessonestepaheadofthecompetition.AmeetingisaninvestmentthatdemandsatangibleROI.Newformsofmedias,freeservicesVideoconferencingandwidespreadavailabilityofhigh-techequipmentEasyreservationandweb-basedtoolsTrendtowardsmoreresponsibleconsumptionStatusismeasuredmorein“friends”or“followers”thanshowingoff.3Sources:web,mediatracking,studiesbyBDRC2010and2011,ACCORstudyofsocio-culturaltrendsandcreativityworkshopsBehaviorsandtrends-2/2B-Leisureattitude:“Workhard,playhard”.Tech-Savvy:avidfortechnologythatmakeslifeeasier,lookingfornewexperiences,peoplewhonetworkExpectationstowardshotels:Highlevelservice,comfortanddesignareimportant.Liketobesurprised;warmpersonalcontact,seekrealhumaninteractionTradi-trendy-techypersonality:Relaxedchic,notshowy,notperfect,justhuman.Timeless,open-minded,direct,self-mocking,realandsincere.“WiththeeveningconcertsItendtostayinthehotelratherthangoout.”“I’mhereonbusiness,butIstillliketorelax,takeadvantageofthecomfortand,whynotenjoyalittleentertainment?”“Iliketotakethegoodideasthehotelinspiredhomewithme.”“Choosingahotelisimportant,itconveysacertainself-image.”“Alotoftimespeoplesmile,butyoucanfeeltheydon’tmeanit,they’rejustdoingtheirjob.”4Sources:one-to-onequalitativeinterviewsinParis&Shanghai,BrainValue,July2011&ACCORstudyonsocio-culturaltrends5VisionInternationalupscalebrandedhotelsdeliverareliablebutanonymousexperience,whilenewandtrendynichehotelsprovideanexcitinglifestyleexperience.Yetupscalehotelcustomers,whetherbusinessorleisure,don’twanttochoosebetweenperformanceandindulgence:theywantboth.6MissionDeliverthemostvibrantexperienceofallupscalehotelsthroughengagingandclientrelevantcontentexpressedbylivelyteams.Brandidentity7FUNCTIONALBENEFITSB-LEISUREPLACETOMEETLIVELYSERVICETECHSAVVYENGAGING&CLIENTRELEVANTCONTENTEMOTIONALBENEFITSVIBRANTUPSCALEMARKETFUNDAMENTALSBRANDCHARACTERCOSMOPOLITAN&IN-STYLEBRAND&CUSTOMERVALUESCOMMITMENT*ADAPTABILITYCREATIVITY*SUSTAINABILITYVIBRANTCOSMOPOLITAN&IN-STYLEB-LEISUREBRANDESSENCESERVICE–COMFORT–LOOK&FEELF&BOFFER–FACILITIES–LOCATIONQUALITY–CLEANLINESS–SAFETY–INTERNETACCESSthere’sstillafundamentalquestionthatmustbeanswered:HowdoweusethisbrandplatformtocreateapowerfulMeetings&EventsplatformthatdifferentiatesPullmanandpromotesthevalue-addedofthebrand?8Butandthisisabigbut…TheStory19thcentury:ThePullmanbrandhasuniqueorigins,atrainthatletpeopletravelinluxuriouscomfort(sleepercars)withservicesthatencouragedmeetingothers:unprecedentedqualitydining,loungecar,concerts,gamingtables.Beginningofthe21stcentury:newbehaviorsandattitudeshaveamajorimpactonthewaypeopleworkandmeet.Nomoreoffices,everyoneisalwaysconnectedwithamobiledevice,technologiesareincreasinglysophisticated,workandleisureblur,meetingvenuesareunpredictable.Themeetingisnolongeraneventontheweeklyworkcalendar,butsomethingpermanent.Peoplehaveapronouncedtastefordesignandsurprise,theywanttomixbusinessandpleasure,they’relookingformeaningfulhumaninteraction.Ourcosmopolitancustomersarealwaysonthegobutalwaysneedtomeet.Ontheotherhand,theyneedaplacethataddsrealvaluetotheirdailywork,somewherethatreplicatesthetheir“cooloffice”atmospherewhileinspiringfreshideas,aplacewheretheyknowmeetingswillbefruitful.Oursolution:new-generationmeetingspaces,designthatenhancesbothemotionandefficiency,aninstantlyrecognizableexperiencewerebusinessandpleasureblendintooneTHEWORK&PLAYEXPERIENCE9Concept10MarkersSignatureIdentityNomadAlcoveChill-outspace/BreakZone(TBD)PullmanpokertableInspirationLibraryTechnologytriptychToolboxSpeciallighting(TBC)f&boffer(TBD)MarkersdesignedbyMathieuLehanneurCreativedirectorNevilleBrodyfromResearchStudiosPullmanStyle(seedesignbrief)HugePRpotentialName+storytellingNameofeachmarker+storytellingVisualidentityCollateralsCommunicationcollaterals(brochure,website,etc)THEWORK&PLAYEXPERIENCEExamplesofmarkers11Examplesofmarkers12Examplesofmarkers13Examplesofmarkers14Examplesofmarkers15Designsignature:MathieuLehanneur16Examplesofbrandidentityitems17Examplesofbrandidentityitems18Proposednames1920Proposednames–ourrecommendationThankYou21