Challenge:

To launch the Conrad brand in Bangkok into a very crowded and competitive luxury hotel environment, and to position the brand as distinct from other five star hotel brands.

Insight:

Competitors were mired in traditional thinking and clichéd visuals. To get cut-through, we needed to break the mould.

Solution:

A fresh and funky tagline - The Hotel with a New Attitude - became a rallying cry and a philosophy, permeating the entire experience from back of house to guest relations to brand communications.

Results:

A successful hotel launch saw the Conrad Bangkok achieved its GOP (gross operating profit) target in the very first year of operation.