Want developed, managed and implemented the launch strategy for the world’s first Foster + Partners designed hotel, ME London.
As part of the launch strategy and in order to successfully position ME London within one of the most challenging hotel markets in the world, Want conducted a thorough audit of the hotels USP’s, perceived brand perception, clientele and competitor set.
Want was appointed to develop the overall launch strategy for the ME London Hotel, a subsidiary of the Melia Hotels International Group. Their remit was to develop and position the hotel as a design led lifestyle offer, attracting international jet setters drawn to London’s culture and design scene.
Want collaborated with luxury brand agency Micha Weidmann Studios on the ME London brand development and refresh.
The aim was to incorporate the existing logo and postion ME London as a ‘high-end, design led’ experience hotel and to support the aspired price point. The new branding was implemented on all in-room and sales print collateral and advertising.
Want developed the creative brief and worked closely with international photographer Joakim Blockstrom on both the lifestyle and interior photography that continues to be used across all ME Group international advertising and media campaigns.
Want developed the creative brief and production edit in collaboration with international photographer and director Mel Yates to create a promotional film on behalf of ME London.
Promotional & Campaign Management
In order to achieve a strong point of difference, ME London was positioned as London’s ‘Experience Hotel’, offering a varied demographic of clientele the opportunity to experience what is unique to its host city.
Each experience was in line with ME’s ethos of culture and cool and celebrated locally recognised talent through collaborative partnerships. This not only provided a revenue generating opportunity, but allowed for ongoing and sustained promotional campaigns; targeting varied market segments, establishing and positioning ME London as a destination within one of the world’s most competitive hotel markets.
London Design Festival
Want Marketing produced ‘The Edit’ – a exhibition at ME London featuring an array of internationally renowned design talent during the London Design Festival.
An exhibition of works by Nigel Coates, Luke Irwin, Terence Woodgate and Sé Collection III by Nika Zupanc were displayed throughout the hotel garnering coverage in high-end international and local design media and attracting lovers of design to the hotel.
#TheEditatMELondon proved popular, earning ME London with an impressive 230,000 new social media impressions.
Want produced the press launch for the grand opening of ME London in March 2013 as well as the Melia Hotels International Annual Investors event.
London Fashion Week
Want collaborated with fashion, music and creative PR agency Felicities in celebrating the works of British Fashion Council accredited designers during London Fashion Week with an exhibition at ME London.
Want also worked with Moet & Chandon to develop a pop-up on the ground floor Marconi Lounge in honour of Fashion Week.
Outside In Exhibition
Want Marketing invited a selection of internationally recognised street artists and graffiti writers in partnership with Street Art London to exhibit their works throughout the hotel for a three month exhibition.
The launch event attracted an array of art, culture, London daily and travel press generating considerable media exposure and public interest.