For one of the most prestigious names in hospitality, VRX has regularly been relied upon as a trusted partner to develop effective content with a strong visual identity that supports both brand and property.
For the opening of Kempinski Fuzhou, the challenge was to create a collection of consumer facing imagery that presented the property as the premier business and leisure destination. The story would capture the elegance and overall luxury of the onsite facilities and amenities, while highlighting the exceptional level of Kempinski service. The content was designed to appeal to both an international and domestic clientele.
Through our deep discovery process, with the property and Kempinski’s regional group, we worked to develop an approach that would align the nuances and personality of the property with Kempinski’s Global Brand Standards. Once onsite, the VRX team worked to support the preplanning discussion and determined additional aspects that extended the discovery process to new stakeholders within the organization.
The outcome was a robust content set that was carefully curated to bring this special property to life and effectively position it as the premiere destination within the regional marketplace. The resulting photography helped to capture the essence and personality of the property with its elegance and charm.
With the photography team working to capture a range of additional possibilities onsite, the client group was able to expand their usage and elaborate on their initially planned selections. The multipurpose content was deployed across a range of additional channels, including onsite touchpoints and cross-promotional purposes.
Kempinski was able to create a broad portfolio of content options that would help tell its unique story and build awareness for some of the new amenities recently added. In the end, the property gained greater efficiency and reach with their content, effectively increasing their bookings and achieving a higher ADR.