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.

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