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Distinctive experiences, page after page
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A Case Study
THE BRIEF
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Modernise Elite Hotels’ seasonal publication, Insight, to create a contemporary and engaging editorial piece.
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O&G have been marketing partners for Elite Hotels for over 15 years. After collaborating together on 10 issues of Insight - it was time to time to give the publication a refresh, and bring it up to date and in line with other hotel marketing.
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Despite the desire to update Insight to ensure that it remains relevant for today’s contemporary reader, the existing broadsheet newspaper format of the publication was a hit with some of Elite’s regular guests. It was important that the new publication did not lose the overall aesthetic and heritage of the Elite Hotels brand that their guests have come to appreciate. Elite were also interested in combining Insight with their bi-annual Calendar of Events publication, making Insight the number one destination for everything Elite.
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Creative concepts
Content idea generation
Art direction
Copywriting
Design
Project management
THE SOLUTION
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During the creative concept stage, we explored different layout options for the publication along with word count guides, to ensure that the pages of the publication didn’t become overly content heavy, and that the images had the opportunity to flourish. We also had a relook at the physical size of Insight.
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Whilst the original broadsheet newspaper format of Insight connoted heritage and tradition, it felt a little too out dated for the brand’s trajectory. We felt that Insight should have more of an editorial aesthetic, and whilst using less copy and more photography was a step in the right direction, we also needed to explore the physical size and layout of the publication.
We chose B5, the size of a miniature magazine that you might pick up at the airport before your getaway abroad. We chose the size as it’s more modern than the previous broadsheet format, but still classic and premium, just like Elite.
“I just wanted to drop you a line of congratulations on a job well done — thank you for providing a vision for Insight’s evolution and executing it perfectly!”
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Head of Marketing & Communications, Elite Hotels
THE RESULTS
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Elite are thrilled with their brand new, stylish editorial magazine and the new design, complete with Calendar of Events, is proving to be a hit with guests, old and new.
LIKE WHAT YOU SEE?
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