Branding News: Savoy Group reworks global brand identity

Hotel chain The Savoy Group has hired branding consultancy Landor to overhaul its global identity, following the sale of its flagship Savoy Hotel earlier this year.

The agency will create an overarching brand for the group, which includes high-profile brands such as The Berkeley, Claridges and The Connaught.

The identity will be unveiled in February.

Landor has been instructed to make the branding relevant both to consumers and the hotel trade, portraying the group as upmarket, credible and innovative, while retaining a sense of tradition. Savoy has assigned a six-figure budget to the task.

The brand will be used more prominently than the current Savoy Group identity, appearing as an endorsement on communications for hotels in the group.

The revamp is also designed to assure hotel owners and the travel trade of the group's experience in hotel management and the quality of its offering as it seeks properties to manage in major cities around the world.

The pitch was handled by Savoy Group marketing director Antonio Mazzafera, who said that the umbrella brand would 'respect the individuality of each hotel the group manages'.

Landor fought off Wolff Olins and Identica in a final shoot-out following an initial five-way pitch.

Canadian hotel group Fairmont Hotel & Resorts will take over management of the Savoy Hotel in January, when its £230m sale to Kingdom Holdings and HBOS is completed. About £27m will be spent renovating the property.

The deal marks Fairmont's entry into the European market. It operates 82 luxury properties around the world.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message