Worldwide, the hotel industry is shifting its focus from tenancy to hospitality. In Japan the hotel wedding is fundamental to delivering this objective.
ANA Crowne Plaza hotels forms part of the InterContinental Hotels Group (IHG) and operates eleven properties nation-wide in Japan. With the recent decline in international tourism, the hotel industry worldwide is having to look beyond room tenancy to safeguard revenues. Eat worked with IHG Asia Australasia, based in Singapore, to develop a range of wedding hallmarks specifically for the ANA Crowne Plaza chain.
Eat worked with IHG Asia Australasia, based in Singapore, to develop a range of wedding hallmarks specifically for the ANA Crowne Plaza chain. Wedding hallmarks are experiences incorporated into wedding packages; they serve to enhance the wedding experience for the bridal couple and their guests. Their immediate purpose is to build engagement between guests, but the longer-term aim is to generate positive memories that establish customer loyalty.
Japanese weddings today have a strong western influence, and so Eat drew upon the international make up of its team to generate 50 potential hallmarks ranging from bespoke furniture, to product sponsorships, to new uniform designs for the wedding sales team. Another key component was the creation of all associated sales and marketing materials. This included the development (commission, art-direction, management) of a new ANA Crowne Plaza photographic archive and generation of comprehensive, bilingual guidelines document for each of the hotels’ management teams.
- Content Creation