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HOSPITALITY AWARDS
The Culture Collective x Sónar+DA p p l i c a t i o n p r e s e n t a t i o n
P R E S E N T S
The Culture Collective
Contemporary culture, curated by ME for you.
#TheMEScene
P R E S E N T A T I O N - N A M E O F T H E C O N C E P T1.
‘The Culture Collective’ is the way we
communicate the Cultural Programme – ME by
Meliá’s cultural initiative, partnering with cutting-
edge creative minds from across the globe to
bring groundbreaking contemporary culture into
ME hotels.
And ME by Meliá has join forces with Sónar+D
through “The Culture Collective x Sónar+D”, a
collaboration which will bring the latest in
innovation, technology and creativity to ME
hotels as a facilitator of contemporary culture.
INTERNAL PROGRAMME SÓNAR+D PARTNERSHIP
P R E S E N T A T I O N - D E S C R I B E T H E I N N O V A T I V E C O N C E P T
And ME by Meliá has join forces with Sónar+D through “The Culture Collective x Sónar+D”, a collaboration which will bring the latest in innovation, technology and creativity to ME hotels as a facilitator of contemporary culture.
In 2019 we will continue evolving our collaboration.
“Bringing groundbreaking contemporary culture into ME hotels.”
1.
2018 collaboration –activations
Voices of Sónar+D for ME by Meliá
2 talks in partnership with Sónar+D
An open dialogue between artists, creators and entrepreneurs who are pushing the boundaries of innovation.
Concierge @SONAR+D 2018 ME stand and lifestyle services at Sónar
• Lifestyle Concierge Service.
• Barcelona Hotspots Advisors together with
URBAN JUNKIES
• DIY guide of Barcelona hidden hotspots
• Art pop-up installation.
1.
3. When and why has the concept been introduced?
The Culture Collective concept was developed and
introduced at the beginning of 2018 in alignment with
the new Brand positioning strategy. The focus was to
become a driving force of contemporary culture,
highlighting its special focus on innovation and
creativity.
The Culture Collective is the name that we give to our
Brand Cultural Programme which is developed both on
a Brand and a hotel level with the aim of becoming a
true driving force of contemporary culture.
Our Cultural Programme is developed across all
properties through an intensive and deep cultural
entertainment programme. By collaborating and
connecting with local and International artists and
partners, we join forces with key creative and
innovative leaders that share ME’s culture personality.
4. What kind of surveys were conducted to launch the concept?
Our new cultural positioning, and therefore our
concept, The Culture Collective, has been set up
after thorough and wide-reaching research and
analysis of the market, trends, target profile and
brand personality. This is the result of a complete
study of the brand and its environment, ensuring
that the target profile is always positioned in the
center of the study.
Our target profile had an key role in this study. The
many study techniques used focused on our
target profile in order to find out their opinion;
focus group, personal interviews, panels, etc. This
provided the starting point of the analysis and
study.
P R E S E N T A T I O N
2. C O N C E P T I O N
1. Have partners been involved in thedefinition of the concept?
Following our positioning and joining forces with a key
partnership in the innovation and cultural landscape,
we have created The Culture Collective x Sónar+D. This
was done so that we could include this collaboration
under our The Culture Collective programme and
umbrella concept.
For The Culture Collective x Sónar+D umbrella concept
for this collaboration we have created, together with
Sónar and Sónar+D, “Voices of Sónar+D for ME by
Meliá” for the specific activities and talks, that have
taken place in ME hotels.
• The Culture Collective x Sónar+D: ME by
Meliá’s umbrella concept for its cultural
programme, joining with key innovative and
creative partner, Sónar+D.
• Voices of Sónar+D for ME by Meliá: concept
created together with Sónar+D to give visibility
and a common name to the series of
conversations that have taken place and will
take in the future in the different ME hotels in
collaboration with artists, innovators and
business leaders.
2. What are the main innovative aspects of the
concept?
This is not just a concept but also a whole 360º Project which
represents innovation and the characteristics of everything
that we have done along this project. It has been innovative
to align forces with one of the most important international
congresses of innovation, technology and creativity that
battles to evolve in everything they do.
On the other hand, innovation is also present in the new
concept of events and talks created under the name “Voices
of Sónar+D for ME”. Under this concept, creative leaders,
innovative projects and ideas, cultural networks and media,
Sónar+D and the ME brand meet for conversations and
events that are not usual to experience in the hotel industry,
adding an incalculable value to the stay that transcends
accommodation.
It is also essential to note that the whole project is innovative
because we are joining groundbreaking artists, opinion
leaders and creative minds in addition to Sónar+D.
In addition, it was the first time that a hotel company was
present at the Sónar+D congress, Marketlab, merging our
stand with an innovative and technological environment.
In this 360º project we consider that innovation has been
present from the key partnerships involved and the marketing
strategy, to the singular stand design and innovative formula
of innovative concierge services.
3. C O M M U N I C A T I O N & I M P L E M E N T A T I O N
1. What was the total cost to create theconcept?
As we said before, this is a key, transversal and 360º
Project that belongs to our brand positioning and
help us to lay the foundation of our strategy focused
on culture and innovation.
As this is not just a concept but a key brand strategy,
this evolved from a sponsorship of Sónar+D and a
marketing, communication and social media
strategy to hotel activities and events related to the
partnership and actions that we are developing
together with Sónar+D and the collaborating artists.
In conclusion, this Project can not be understood as
a concept in terms of costs but as a long time
innovation strategy that we will continue developing
in 2019.
2. How many properties are involved in this new concept?
This year, strategy has been focused on a
brand message and perspective, as well as
bringing the collaboration and the
conversation to two key hotels of the ME brand:
ME Madrid and ME London. These cities are
hubs for major artists, innovators and
specialized media, and can therefore be
considered a whole cultural network.
Since this is a long term strategy which we will
continue developing in 2019, we will continue
involving more ME Hotels with different
activities, not just on a Brand level, but also on a
ME Hotels network level.
4. E V A L U A T I O N
1. How did you assess results after creating the concept?
As this is a pure Brand positioning and Brand
awareness strategy, we have developed a
complete communication plan and social
media strategy. Therefore, its measurement is
based on the KPI’s established in these plans
that are related to brand awareness,
recognition, relevance, impacts, etc.
Considering strategy KPI’s and the results
obtained, we can affirm that it has been a total
success in terms of awareness and brand
positioning in the cultural and innovative
landscape.
As we said, this is a long term strategy, so in 2019
we will continue evolving the different plans and
activities in collaboration with Sónar+D and its
collaborators.
2. How did you assess customersatisfaction related to this concept?
This collaboration took place in two ME Hotels
and the main stand in the Sónar+D annual
congress, so we could have direct input and
feedback from guests and attendees, both
personal and digital from social media
channels.
The result was fantastic since these activities
also gave us the opportunity to position the ME
Madrid and ME London hotels as leading
cultural hotspot in the cities and make them
well-known and connected with the cultural
local and international scene.
Social media was key for these activities since it
created a complete strategy. Guests and
attendees could have a direct link with ME and
Sónar+D and we have had great results in the
different channels.