Hospitality Case Study
With over 6,000 properties worldwide, how do you solve a problem like localization?
Producing consistent, effective marketing and operational collateral for a wide variety of countries and regions is a major challenge for multinational businesses. One of the most prestigious hotel and hospitality groups in the world found itself facing this struggle. Providing accommodations to millions of guests in 118 countries requires the creation, adaptation, and distribution of tens of thousands of branded pieces of collateral. To produce in-room, front-of-house, and general marketing collateral for over 6,000 properties, which also must be localized, translated and adapted to suit specific regions, can present a number of significant challenges.
The needs of each hotel are different, with factors such as the languages spoken as well as target markets varying from location to location. However, the individual properties must be able to communicate important messages to all guests and staff no matter the language. Equally, the collateral needs to conform to strict brand guidelines. The Brandgility platform allows for the creation of this collateral on a large scale, enabling customization where necessary, while maintaining consistent brand image.
Brandgility prevents branding inconsistencies between locations, regions and campaigns
Templating allows you to create a piece once for repeated adaptation unlimited times
DAM content, centrally managed whilst providing access to teams worldwide for adaptation
Create materials quickly and easy, bypassing the rounds of revisions with agencies
Brandgility includes powerful dynamic templating. Individual property details are stored in user profiles and automatically pre-loaded for requested collateral. This automation limits the risk of user error when inputting details and reduces time-to-market.
Multilingual and locally relevant
Large hotel chains need to create collateral in multiple local languages. Brandgility brings efficiency to localization by removing unnecessary, nearly-identical marketing pieces, reducing production time, and lowering costs. With Brandgility, clients can produce collateral in over 30 languages with full support for multibyte character sets.
Brand protection and digital assets
When branded collateral is created for a multinational hotel chain, there is a risk of individual marketing teams using incorrect fonts, outdated imagery, logos, and messaging. This can introduce inconsistencies to the collateral being produced. Brandgility’s brand-focused formatting rules ensure all hotel employees consistently follow the brand’s style guide.
The approval process is also automated, leaving central marketing teams to spend more time creating and reviewing more complex pieces. The Brandgility platform integrates with leading digital asset management systems (DAMs), allowing employees to easily use branded assets like property photos and location logos.
Save time and resources
Brandgility gives organizations the ability to create both operational and marketing collateral quickly and easily, bypassing the need for employees to send multiple revisions of the same material back and forth to an agency. Hotel employees access the platform directly to customize and order collateral in minutes instead of days or weeks. This time and resource savings can result in a 10x return on investment.
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