Hospitality Management Holdings to Unveil New Identity for Coral Hotels & Resorts during Arabian Travel Market 2014

45Coral Hotels & Resorts is undergoing a major brand overhaul and will soon have a new corporate identity that will be rolled out during the Arabian Travel Market (ATM) this year.

Making the announcement, Laurent A. Voivenel, CEO, HMH - Hospitality Management Holdings, said, “We operate in a highly competitive, complex and dynamic environment. Having been 10 years in operation, we felt it was time to refresh the identity of Coral Hotels & Resorts because of the challenges and opportunities we see as we expand. The overhaul was driven by an acknowledgement that given the highly digital environment today guests want to be simply more engaged. Therefore, it was both necessary from a technological standpoint as well as a tremendous opportunity to leverage Coral Hotels & Resorts for competitive advantage.”

In a rapidly changing and fast-paced media landscape, consumer attention is a rare and fractured commodity. Laurent stressed, “Digital and social engagement has moved brands outside of advertisements into incidental exposure. As a brand we must serve customers who attend to multiple media simultaneously. Therefore, as part of our marketing and rebranding strategy we are investing in new digital platforms to optimize the consumer experience. Our primary objective is to engage and build strong relationships with our guests.”

Reinvigorating Coral Hotels & Resorts has not been an easy exercise. Laurent said, “It is no doubt a very significant step in the brand’s history and has taken nearly 6 months of research and work, including the development of the new logo as well as identifying the Coral brand’s core purpose. The new identity offers a strong, consistent and focused brand identity on all customer-facing fronts. We have kept it very simple. We believe, people have got to say, ‘Got it,’ when they see it.”

Laurent is confident, the new identity, will tremendously bolster the Coral brand. The branding, communication and marketing strategy is all very well researched and aligned, and is going to be critical in gaining and retaining market share.

The new look will be introduced to consumers with a 360° campaign utilizing print, digital and broadcast media as well as a series of media road shows and strategic on-site promotions at the various hotels under the brand across the MENA region. Prelaunch buzz has already begun. The rebranding will be executed across all Coral Hotels & Resorts shortly after the ATM.



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