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Business World |
March 2015
172
its cheerful vibes and culinary masterstrokes.
It is this level of distinctiveness that plays a
heavy role in Elegant Hotel’s re-branding
and marketing efforts, which began in 2011
with the redesign of the website. Leading the
way is Sylvia Scholey, Vice President of Sales,
Marketing and E-Commerce.
“Over the last four years, we have started to
use the Elegant Hotels Group brand name
to leverage the trust that the trade started to
see in the brand for its strong commitment
to service and product standards. Logos and
collateral were re-created and we introduced
the tag line “by Elegant Hotels” after each
name to also introduce the brand to the con-
sumer and is used in all marketing activities
we do,” she said.
Acknowledging the changing trends and
shifts of consumer behaviors and how they
obtain their information before booking a
vacation, Scholey and her team have placed
an increased level of importance on growing
their digital and mobile presence.
“Our main focus will remain in digital me-
dia as almost all holidays are researched (not
necessarily booked) online but will use our
targeted radio and other regional media to
further increase awareness,” she said. “Our
immediate goal would be to design a fully