GOLDEN TULIP BRAND REPOSITIONING

The sector has changed drastically during the last decade:

- new players, such as AirBnB

- new customers behaviors strongly inspired by the Millennials

Golden Tulip, 250 hotels in 50 countries, has always been a front runner:

- created in 1962 by 6 independent hoteliers in The Netherlands who join

forces for commercialization to compete against American hotel chain

- owned by Jin Jiang International who considers this brand as a strong asset

for international development

Golden Tulip has to deal with two challenges:

- to respond to market needs while differentiating itself from the competition

- to propose a clear brand concept

PROJECT TEAM

Louvre Hotels Group - marketing

Françoise Houdebine VP Sales & Marketing - Sponsor

Cédric Girard Marketing director

Audrey Forissier Golden Tulip brands

Operations: Emmanuel Ollier - Director of Business Strategy Golden Tulip Brand

Ogilvy Red for the brand strategy

Batoul Hassoun & Claire Gallon

Dedicated onsite consultant Florent Trainaud

Landor for the brand identity

Oriane Tristani & Benedicte Avrillon

BRAND CONCEPT

Golden Tulip sees your stay in a different way, because every moment is a chance to play.

And playful can mean amusing, fascinating, mind -blowing, eye -opening, cool, gorgeous,

cheerful, outrageous, naughty, surprising.

Golden Tulip provides a playful outlook on life,

work and travel.

PLAYFUL BY GOLDEN TULIP

Golden Tulip looks playfully on life, work and travel at any time. Play

makes travelers' lives richer. It breaks routines. It lets you breathe. It

makes people laugh or cry. Golden Tulip transports its guests to a third

place, full of fun, mystery, interest, wickedness, all sorts, that everyone

will want to share.

PLAYTIME. ANYTIME.

NEW BASICS DIFFERENTIATING

MARKERS

PLAYFUL

BRAND

IDENTITY

MOVE FROM A SUM OF SERVICES TO AN EXPERIENCE

BRAND IDENTITY

STATUTORY + PLAYFUL TWIST ON TRADITIONAL CODES

BUSINESS CODES

HOTEL CODES

EVERYDAY CODES...

TO ACTIVELY ENGAGE CLIENTS AND STAFF TO ACT,

PLAY, DISCUSS.

Golden Tulip, new identity

The Golden Tulip new logo playfully represents a tulip lying on its side. The name, written

Tulip monogram.

MERCHANDISING

THE ROOM Bet your room �]��v�[� like this at home. Lean back on the artistic headboard and breathe in the city with your eyes. Check out the intuitive technology and mirror TV and just enjoy. Use your imagination. After all, with all the textures, materials and colors, ��Z������[� a playful spirit all around. Do what you like. Or what someone else likes.

THE RESTAURANT �/��[� as premium as premium gets, but �]��[� well priced and all here. Local flavours. All-important comfort food. Never-had-that-before food. Healthy food. Fun food. Food that opens eyes and doors. All made with regional products, and coaxing you back again. And probably again.

NEW BASICS