How to rebrand a hotel during a pandemic?

Argon Properties

Geography

Amwaj Islands, Bahrain

Sector

Hospitality

At a glance

The Art Hotel – Amwaj Islands, originally known as Art Rotana Bahrain, a 5-star hotel property, was changing Hotel Management and looking for a branding agency to help with the smooth transition and are branding program. Looking to reposition to an independent experiential luxury brand, the client was looking to reinforce hotel facilities and high level of service, while communicating reliability and luxury Arabian hospitality.

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Our Challenge

In unprecedented events of the COVID-19 pandemic, the client got in touch with Jpd, looking for a reliable partner who can suggest a practical and swift solution to assist the brand in one of the most challenging times for the Hospitality sector. The client was looking for strategic and creative solutions to optimise brand performance and create consumer engagement.

The property required a full brand development from competitor research and brand positioning to the creation of Brand Identity, touch-points and full Brand Guidelines

Additionally, the hotel required help with full website development, virtual support with photo-shoot and video creation to promote property upon its launch.

Our Solution

After an in-depth analysis of the hospitality sector and market conditions post-COVID, and key USPs, Jpd proposed a positioning story “Curated Experiences”, touching on the elements of refined art experiences instilled in the design and experience of the resort.

Applying the brand Look & Feel across all the brand touch-points, the team consistently rolled out all the marketing materials for the main property, complementing the entire guest experience. The property was successfully launched in Q4, 2020 with full retention of customer base, ensuring the successful transition of the resort's new brand identity.