Contents
1. Target group 2. About the location 3. Bench marking 4. Direction 5. Identity 6. The elements of experience 7. Marketing Measures 8. Branding 9. Advertising
Target Group
1. 2. 3. 4. 5. 6.
Creative and Business Individuals of the future (10 years later) Middle Aged(30s-‐50s) Affluent,Established in Career People who enjoys people and enjoys themselves People who seek “new” forms of luxury Diverse and individualistic lifestyles
Creative Class
1. A new phenomena of socioeconomic class differentiaion that economist and social scientist Richard Florida identifies 2. The creative class includes people in science, engineering, architecture and design, education, arts, music and entertainment, whose economic function is to create new ideas, new technology and /or new creatuve content 3. Florida concludes that the creative class will be the leading force of in the economy and is expected to grow by over 10 million jobs in the next decade
1. An expanding city in northwest China, a city that is often refered to as the new city
Tianjin
2. One of the major economic areas in northern China - TEDA ( Tianjin economic /technological area) is the center of the business hub of the city 3. Has the same importance as shanghai’s Budong and Shenzhen business districts 4. 60 enterprises and multinationals of fortune 500 companies have set up 129 statlities in the city - where there big names from the west like Nestle, Schneider and Coca cola - As well as major asian companies like Samsung and Toyota 5. Tianjin is host to a myriad of trade shows that support the growth of the technological industries. - attracting business elites and creatives in the science and technological industries. A vital faction of the e l e m e n t s customer base 6. Tianjin also host new creative agencies and the business that are imports to the chinese shore as support to the new industries.
BENCH MARKING
Eight 5-stars Hotels. Awesome Business Center Services. Spa & Fitness Centers other leisure services. Fully equipped rooms.
Catering to individuals, we create a
green atmostphere of creativity through unique spaces integrating the environment and people. e l e m e n t s philosophy.
elements what is in a name?
- Buiding Blocks - Essence - The fundermental substance that make matter
厥
Essence of character: 1. Early, Unique, Original, Former, Primary, Raw, Level, Cause, Source, Truth, Forgiveness, Initial, Examine, Remittance Story/Origin/background of character: - Spring water emerging from the cliff (will be explained in breakdown, see below) - The source of a river/ Fountainhead - Traditionally, water is the source of all life and creation which gives rise to the essence of the meaning of the character.
Essence of character – Early, unique, original, former, primary, raw, level, cause, source,truth,forgiveness, initial, examine, remicance • Springwater emerging from the cliff • The sourc of a river/Fountainhead • Traditionally, water is the source of all life and creation which gives rise to the essence of the meaning of the character • Originates from Character 厡 (厂+泉) • A 泉 (Spring) bursting from a cliff-side 厂:origin. • Can be broken down into 3 radicals: – 厂 (chang) (Cliff-‐side, Shelter) – 白(bai) (White, Foam of a waterfall) – 水(Shui) (Water)
厡
About the Design Logo design centers around chinese character for the name ELEMENTS - international - eastern - exotic
Embodies, calm, clean, zen, modern, and “green� qualities stable, centered composition clean lines horizontal emphasis single color negative space
Live. Create . Contemplate. The elements to an experience.
LIVE
the Wholesome Experience • F n B • Wellness • F.O.R.
Create
the Personalized Experience • Services • Technology • VIP
Contemplate our Unique Spaces • Rooms • Business Spaces • Creative Spaces • Social Spaces
Company core values: • high service quality • innovatory • credibility • attention to detail • sustainability • understading of guests’ needs
PROMOTION MIX • Advertisement • PR Activities • Charity Events
• Social Media Marketing
Media Mix for advertisement • Local Radio • Internet • Outdoor Media and Guerilla Marketing • Press - international business or lifestyle titles e.g.Vogue
Charity Event
annualy, about 300 - 400 participants, celebrities as speakers (1-2) strategic objective: to create a society* under the banner of Elements CSR: to support young “artists� (not only in China)
Agenda: Forums (on art,advertisement...), discussion with speaker, networking, art programme ( art movies or theatre plays) -discovering new talents), networking catering and the venue by Elements *This society would group - artists and business people who share with each other personal experience, ideas and lifestyle. This communication will be supported by: -activities via Facebook and Twitter -events -stays at Elements -online services (e.g. Forum)
Staying in touch with many people will let us build relantionship (CRM) and give feedback on what they need and expect.
elements The name. The look. The brand.
Colour Pallet
muted neutral earth tones punctuated by a warm red-hued contrast Red symbolizing good fortune and joy Fire References to the elements earth, water, and air
elements Color Pallet
YUAN Restaurant
iota Lounge
Spa Ping
Tian Xinni Head of Hotel Operations
t i a n x i n n i @e l e m e n t s t i a n j i n . c o m
022230260 0 0
Tian Xinni Head of Hotel Operations
tianxinni@elementstianjin.com
Business Cards Sophisticated and professional
022230260 0 0
Ewa Ber us
Customer Service Manager
e wa b e r u s @e l e m e n t s t i a n j i n . c o m 0 2 2 2 3 0 2 6 0 0 0
Ewa Berus
Customer Service Manager
ewaberus@elementstianjin.com 022230260 0 0
“its all in the name�
OUR GUEST. OUR BEST. The elements touch
www. elementstianjin.com
simple. to the point. chic.
ADs
If a picture can tell you a thousand words. Ours tell you all you need to know.
A focus on a lifestyle - social media - important lifetyle websites like GQSTYLE.com Advocate.com The Hip new kid in town. who works hard, and plays harder.
Viral ADs
Simple funny Sophisticated approachable and eyecatching Photo based Advertorials, where the photos are from renowned photographers such as mario testino.
Print Advertorials
ADvocacy
Green revolution never look so good. - provocative - funny - instigative
it’s okay to get wet. Our grey water technology ensures no water is wasted
THEY SAY BREATH. WE SAY BREATH EASY. Our multilevel filtration system makes it happen.
we play it fair Our Fairtrade policy, ensures we give back. Playing our part globally.
ADfuture
Future AD project include heavy investment into the online and interative arena where guest and audience will have an interative panal to personalise their room space and experience. Domestic AD campaign in Vogue China, using the upcoming designers and the chinese artist works as the basis of promotion.
Welcome to A lifestyle. Welcome to e l e m e n t s.