Creative Brief

Promoting Luxury Brands

Final Project – Autumn 2016

Client/Company/Brand/Product or Student Names as they appear on eVision?

Service?
Alexandra Guras
Bvlgari Hotels - London Cecilia Farchioni
Dorothy Arhin
Matilde Corrado
Vainul Malhotra

Campaign Title? Requirements?

New Launch, New Customer Acquisition,
Discover London through the eyes of Bvlgari Loyalty/Retention Campaign, Brand re-fresh,
Hotel Brand re-positioning, Brand Ethics,
Sustainability? etc.
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Creative Brief

Table of Contents

1 Background, research and product information ...................................................................... 3

1.1 Brand Overview ...................................................................................................................... 3
1.2 Micro and Macro Analysis...................................................................................................... 3
1.2.1 SWOT Analysis ............................................................................................................... 3
1.2.2 PESTLE Analysis ............................................................................................................ 4
1.3 Current challenges and opportunities...................................................................................... 4

2 Competitive Analysis ................................................................................................................... 5

2.1 Positioning Map ...................................................................................................................... 5

3 Role of the Communications ....................................................................................................... 7

4 Visions and Tone of Voice ........................................................................................................... 8

4.1 Aim ......................................................................................................................................... 8
4.2 Tone of Voice ......................................................................................................................... 8

5 Who are we talking to? ................................................................................................................ 8

6 What do they think now? ............................................................................................................ 8

7 What do we want them to think? ............................................................................................... 9

8 What do we want them to do? .................................................................................................... 9

9 Our Proposition............................................................................................................................ 9

10 Support for SMP ........................................................................................................................ 10

11 Results ......................................................................................................................................... 11
11.1 Results of a Successful Campaign: ..................................................................................... 11
11.2 Measuring a Successful Campaign: .................................................................................... 11

12 Budget and Timings................................................................................................................... 11

13 Appendix..................................................................................................................................... 13

14 References ................................................................................................................................... 18

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Creative Brief
BVLGARI
Creative Brief

1 Background, research and product information

1.1 Brand Overview
The name BVLGARI comes from the Greek founder Sotirios Voulgaris in the year 1884. The house
is known primarily as an Italian jewellery and luxury goods company. However in recent years, the
brand has extended its core products into a range of hyper luxury hotels, creating a singular and
unique brand extension. The brand has hotels in four major cities: Milan, London, Mali and Tokyo,
with a plan to open new hotels in four different cities before the end of 2019.
The Bvlgari Hotel in London opened in 2012, and located in the prime neighbourhood of the city, in
the area of Knightsbridge, on the edge of Hyde-Park. The hotel makes strong reference to its local
culture, yet characterized by a contemporary Italian style that makes itself different from the
competitors. Black sleek and grey marble is of the best quality, engineering and construction are
impressive, and linen, carpets and the finest textiles make curtains. Silver is also a dominant feature
of the hotel, paying homage to the brand’s British silver-smithing heritage. Moreover, Bvlgari hotel
can be considered as innovative, offering its clientele a luxury private cinema with the most
advanced technology, geo-thermal technology for power generation and other sustainable efforts
such as its car charging points.
The Bvlgari hotel, as per all its products, aims to merge the grandeur of Rome’s great Colosseum
with the lines of modern Italian design, by celebrating luxury, eternity and modernity. (Bvlgari,
2016)

See in Appendix 1 for brand identity prism and Appendix 2 for brand DNA framework in order to
understand the values and identity of Bvlgari Hotels.

1.2 Micro and Macro Analysis

1.2.1 SWOT Analysis

Strength
• Strong brand heritage adds to brand value
• Strong global presence in major cities and resorts
Weakness
• Little or minimum digital platform activity
• Minimum brand awareness
Opportunities
• Digital marketing opportunities
• New and attractive packages to attract new and existing clients
• Loyalty programs introduced to build a clientele of returning customers
Threat
• Threat from new entrants
• Competitive offers from similar Hotels
• Economic conditions

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1.2.2 PESTLE Analysis

Political
• Affected by government changes to tax policies, labour law and trade restrictions
• Future effect of Brexit on cross border travels to and from the UK
• Difficulty of attaining a visa for travel to the UK by non-EU citizens
Economic
• Recent decline of the pound due to the EU referendum has brought in increase in tourism
(Painter, 2016).
o Bvlgari operates a luxury model, its clientele are not crucially affected by financial
downtowns.
• Growing competition from similar brands operating similar business models such as the
Armani hotel London.
Social
• Bvlgari has to keep up with social trends and rewarding experiences.
• Bvlgari hotel London is located in the luxury-shopping district of Knightsbridge, and enjoys
close proximity to Harvey Nichols and Harrods.
• Risk of bad publicity and impact on brand image
Technology
• Catering to Chinese tourists that prefer hotels with the latest technological devices.
• Bvlgari hotel features state of the art technology in its cinema, and geo-thermal technology
for power generation.
Legal
• Bvlgari London is required to adhere to strict hotel Laws in the UK.
o Fire regulations, furniture and furnishing regulations, and food hygiene laws
o Credit card order and the data protection law, to protect the privacy of guests.
o Strict compliance with health and safety laws to protect both guests and employees.
Environmental
• The Bvlgari hotel is designed with the best standard of environmental sustainability at heart,
as such winning the Best Hotel and Development award in 2010 at the UK property awards
before its opening. (Luxury travel magazine, 2011)

1.3 Current challenges and opportunities

The previous external and internal analysis based on the PESTEL and SWOT analysis shows that
Bvlgari has established itself in London as a luxury hotel. Secondly, although there appears to be
minimum digital activity and promotion, the hotel has a strong brand value, which it can use to its
advantage. Moreover, apart from value for money and experiential services which is similar to its
competition, Bvlgari hotel is located in the shopping district of Knightsbridge and its state of the art
facilities brings in an added benefit to its brand equity. In spite of the challenges of competition and
the growing threat of new entrants, however these are currently outweighed by the strengths the
company has in the market.

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2 Competitive Analysis
2.1 Positioning Map

Figure 1: (Author’s own 2016) Positioning Map 1

We based the positioning map in two frameworks, the target and the style/atmosphere, which each
hotel conveys. In the luxury hotel competition in London, Bvlgari Hotel is placed at the bottom
right, among the hotels, which are considered more Trendy and Modern focusing on single or
business guests. From the positioning map above, the main competitors of Bvlgari Hotel London
are: Berkeley, The Blake and 45 Park Lane.

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Figure 2: (Author’s own 2016) Positioning Map 2

The second positioning map in two axis, the target and the style/atmosphere, which each hotel
conveys, specifying the style in two categories: the International style and the Traditional British
style. We can notice that In the Luxury Small Hotel Chain Competition in London, the corporate,
Bvlgari Hotels, is placed at the top right, almost overlaps the Baglioni Hotels S.P.A and very near to
Maybourne Hotel Group, indeed these three small chains are similar, being international and the
ideal lodging for single business travellers or a young and trendy couple interested on living an
experience in the Italian style.
In conclusion, compared with the analysed competition, Bvlgari is better located for shopping or
business activity, therefore the target consists on single / couple who visit London for a weekend of
shopping or business meeting. Bvlgari, despite being quite a recent hotel, is the example of the
modern Italian style and the first hotel developing a sustainable campaign.

See in Appendix 3: Comparative table of competition.

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3 Role of the Communications

OBJECTIVES STRATEGY
By developing new campaigns our first aim is to improve consumer reach
BRAND cultivating a more special relationship. To be memorable and unique, the
AWARENESS communication strategy has to measure how well the brand and especially
its service is known within its target markets.
For this reason, the way of communicating the italian style of Bvlgari hotel
has to be improved as we believe the public does not have a clear
awareness of that.
By using customization and personalization, our strategy is to reach out and
offer a greater number of benefits to our chosen target, creating an
NEW unforgettable experience to share with friends and colleagues, who
CUSTOMERS
represent our potential customers (word of mouth).
Within the broad competition, they have to choose this hotel for the image
that was created in their minds through these innovative campaigns.
Brand loyalty comes after sensory and entertainment experiences as sources
of satisfaction for the customer. By developing perceptions and
LOYALTY expectations for the brand in an innovative way, our customers will be
more attracted and engaged with the main values of the company. This is
essential also from an internal organisational point of view in order to grow
in the current market and to improve our identity, even among the
competition.
OPTIMIZATION The relative strategy concerns the hotel facilities such as Spa, restaurant,
OF THE bar, cinema to be able to ensure the highest level of services.
EXISTING Client’s expectation is increasing within the luxury hospitality market and
RESOURCES
we need to satisfy their needs.
IMPROVE THE Considering the concierge as the optimum touch point between customer
SERVICE OF THE and structure, the main aim is to provide our clients with an “at home”
CONCIERGE feeling, by making them feel special.

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4 Visions and Tone of Voice

4.1 Aim
The aim of this communication strategy is to draw the attention of our target consumer to the
Bvlgari Hotel, creating an interest and desire to visit the hotel and ultimately to experience the
Italian feeling through the Bvlgari experience in London.

4.2 Tone of Voice

The tone of voice of this campaign is guided by elegance; sophistication and a contemporary flair to
better communicate the message to our target audience

5 Who are we talking to?

Bvlgari Hotel in London wants to appeal to business people and couple internationally who are
between 25 and 50 years old and are interested in visiting London for several reasons such as work,
pleasure or event experience London through the eyes of Bvlgari.

CUSTOMER TYPE 1
Geographic segmentation: New York
Demographic segmentation: Age: 39 years old
Occupation: Brand Manager of Luxury
Automobile Company
Income: $80.000
Psychographic segmentation: interested in luxury watches and sports
Behavioural segmentation: Luxury purchaser and is tech savvy.

CUSTOMER TYPE
Geographic segmentation: Paris
Demographic segmentation: Age: 42
Occupation: (wife)
Psychographic segmentation: interested in contemporary art, jewellery and
luxury
Behavioural segmentation: Luxury purchaser who is trendy and fashion
conscious

6 What do they think now?

Currently Bvlgari hotel’s target audience has limited information concerning the hotel facilities
such as the private cinema with the most advanced technology, vintage cigar sampling lounge,
geothermal technology for power generation and other sustainable efforts such as its car charging
points. Secondly, the italian heritage of Bvlgari is not evident and the public does not recognize its
main peculiarities that we need to emphasize.
On the contrary the Bvlgari Lounge Bar is really well promoted and it represents the ideal luxury
place in London for light meals and after dinner drinks.

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7 What do we want them to think?

Bvlgari’s Hotel brand image and reputation has to immediately recall the Italian lifestyle and
Bvlgari heritage. By offering real luxury experiences through the Bvlgari experience, Bvlgari can
lead the competition by positive word of mouth and good customer feedbacks.

8 What do we want them to do?

• Pay attention to our visual campaigns
• Visit the official website to have more information
• Choose through which media book a reservation at Bulgari hotel London
• Experience London through the eyes of Bulgari
• Share experience with social network (Twitter, Instagram, Facebook)

9 Our Proposition
Main strategy of the Campaign: the structure of the campaign is represented by the following
scheme:

Figure 3: (Author’s own 2016) Proposition

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Based on the SMP, USP & Target Audience, we will use the Following Campaigns:

• Private Sightseeing tour of London (chauffeured service through the weekend)

o Access to one of the following
§ Tate Museum
§ The Chard
§ Sky Garden
o Ending with a private afternoon tea at a Bvlgari store
• “Exclusive Couples Weekend” (chauffeured service through the weekend)
o Breakfast in Bed
o Couples Spa treatment(s) at Bvlgari Spa
o Private Shopping on bond including private shopping experience at the flagship store
o Aperitivo at Bvlgari Hotel
o Dinner Reservations for 2 at a Michelin starred italian restaurant
• Pamper Experience
o Hairdressing and Makeup appointment
o Spa Treatment with access to the Spa for 2 days
o Private Chauffeur
o Personal Shopper at Harrods
o Lunch at Bvlgari Hotel

10 Support for SMP

Official Bvlgari Hotel London Brouchure (2016):
• Greek and roman roots
• Heritage and modernity
Official Website:
• Legendary Bvlgari service
• Unique city experience
CPP-LUXURY, 2016
• “First Bvlgari Hotel which truly captures the lifestyle DNA of the Bvlgari brand, providing
an authentic experience, both in design and service.”
Silvio Ursini (Executive Vice President Bvlgari Hotels), Businessoffashion, 2016
• "Hotels are a great way to showcase the design identity of a brand, and to project a lifestyle
that goes beyond products"

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BVLGARI
Creative Brief

11 Results
11.1 Results of a Successful Campaign:
• Brand Awareness: An increase in traffic on the Bvlgari website
• New Customers: An increase in bookings by new customers created from the campaign
• Loyalty: And increase in booking by loyal customers choosing to stay at Bvlgari London
and the other Bvlgari Hotels
• Improve the service of the Concierge: Reviews and increase in rating on the Bvlgari
concierge. Concierge is used more often by guests to book attractions around London.
• Optimizations of the existing resources: An increase in more “package” bookings, using all
the facilities in the Bvlgari Hotel

See in Appendix 4: Classification of Owned, Paid and Earned Media.

11.2 Measuring a Successful Campaign:

• Google analytics and other online analytics sites will track and measure the traffic on the
Bvlgari website in connection with the online ad in Mr. & Mrs. Smith
• Google analytics and other online analytics sites will track and measure the traffic on social
media including instagram and facebook, including posts, likes and re-posts of Bvlgari ads.
• Measuring the online booking through the Bvlgari website during the 6 month campaign
term
• Measure the increase of bookings from personal/private travel agents and jet centers, in
relation to the ACS Cloud Magazine
• Measure the increase of bookings from Harrods Travel Department

12 Budget and Timings

The two channels that will be used are Digital and Print.

See in Appendix 5: Table of channels.

Digital
• In-house marketing team to create an ad for our official website, and a video for
youtube.
• Advertise on Mr. & Mrs. Smith’s website. The 6-month term of this campaign could
reach approx 400,000 users on this website.
• The first 4 months we will use a billboard, at £50 per CPM. Assuming that
250,000 users visit the website, it will cost approx £12,500 for those 4
months.
• Additional 2 months will be an MPU, at £40 per CRM. Assuming that
150,000 users visit the website, it will cost approx £6,000 for those 2 months.

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Print
• Advertise in Harrods Magazine
o 1 ad in the magazine in January
o Cost: Back Cover £10,500
• Advertise in ACS Cloud
o 1 ad in 2 distributions (1st quarter and 2nd quarter)
o Cost: Display Color 1 Page x2 - £2,745 = £5,490
Agency Cost:
o £40,00 initial fee
o £4,000 a month retainer fee (10% of initial fee)

Total Budget Costs: £94,490

See in Appendix 6: Timing Table

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BVLGARI
Creative Brief

13 APPENDIX
Appendix 1
Brand Prism

Figure 4: (Author’s own, 2016) Brand Identity Prism

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Appendix 2
Brand DNA

Figure 5: (Author’s own, 2016) Brand DNA

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Appendix 3
Competitive Analysis

Hotel Style Location Target Amenities / initiatives Spa Heritage

45 Park Lane New York style, Mayfair Couples, WolfGang Puck’s first europe No 2011
(Dorchester contemporary london’s in- restaurant
Collection) modern crowd, chic jet-
setters
The Dorchester 1930 art deco, Mayfair Couples and Only hotel with 3-star michelin Yes 1931
(Dorchester classic traditional families restaurant
Collection) timeless glamour
Claridge’s 1920’s Art Deco Mayfair Families Family Friendly. Gym w/ personal Yes 1854
(Maybourne Hotel training
Group)
Connaught Luxury Chic, Mayfair Couples and Highly rates Aman Spa Yes 1897/1917
(Maybourne Hotel classic and Singles
Group) contemporary
Berkeley Modern, chic, Knightsbridge - Couples, singles. Roof top pool, Famous “Blue Bar” Yes 1897
(Maybourne Hotel luxurious & Hyde Park Inspired by
Group) Contemporary fashion
The Brown’s Traditional, Mayfair/Bond Couples and Multiple townhouses put together Yes 1837
(Rocco Forte victorian classic Street Families
Hotels)
The Knightsbridge Bright modern Quiet street in Couples and Library and drawing room, no No N/A
Hotel British Style Knightsbridge families restaurant but 24hr rooms service
(Firmdale Hotel
Group)
Cafe Royal Hotel Classic and Mayfair/Soho, Couples and Multiple restaurants and afternoon Yes 1865
(The Set Hotels) contemporary regent street families teas, members only club,
design restored
from 1890s and
1920s w/ copper
and stone
Baglioni Hotel Classic Italian Hyde Park Chilly and Italian restaurant, Travel Ideas in Yes 2004
London Gate – romantic italian style (private tour, romantic
(Baglioni Hotels Kensington couples, who experience, driving sport cars
S.P.A) want to spend a experience, partnership with a golf
weekend in club).
London.
The Blake Trendy exotic South Art and Fashion International Restaurant, Lounge No 1978
Kensington victim bar, courtyard, Chinese room,
fourth floor terrace.
Old british Marylebone London’s tourist According to the british atmosphere No Old fire
The Chiltern single/ couple, each room has a fireplace, warm station of
Firehouse lovers of the hospitality like in a privat house. A 1889,
british. culture. Michelin-starred restaurant with restored
american cousin.
The Goring Classic British Belgravia Family and Personalized room facilities to No Was built in
London’s tourist make feel the guest more special. 1910
from all over the Family accommodations with V.I
word (little) P. amenities. Gift experience.
Michelin-starred restaurant. One of
the biggest private garden in the
capital.

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The Lanesborough Regency Hyde Park Family and 24H butler service, chauffeur, Yes 1991 Re-
Corner London’s tourist course of etiquette, children opened on the
from all over theamenities (babysitting), luxury 2015
word picnic. Garden room, Library bar
and a Michelin starred restaurant
with modern European cuisine,
Celeste. Exclusive club & spa for
member.
Bulgari Hotel Modern Italian Kingsbridge Fashion and Green initiative (sustainable design, Yes 2012
London business single/ green roof, electric car charging
couple travel points and 20 bikes available for the
guest). Cinema and cigar’s bar. A
Lounge cocktail bar open until 3pm
which is one of the famous local of
the London by night nightlife

Appendix 4
Media

("Paid, Owned And Earned Media – What Do They Mean To You?")

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Appendix 5
Table of channels

Name of Target Audience Type Distribution Circulation Cost

Publication/Website
Mr and Mrs Smith Boutique and luxury hotel specialist Digital 890,000 MPU £40 Per CPM
Age- 35.5.
60% UK based Billboard £50 per CPM

Leaderboard £35 per CPM

Harrods Magazine Travel magazine. Jet-setter Print Bi-Annual 65,000 Display Color Open Fold Pages:
(Jan-July) £12,500 Display Color 1 page:
£6,300
Back Cover: £10,500
ACS cloud In-flight private jet magazine. Print Quarterly 10,000 Display Color Open Fold Page:
Leading business men/women, £4,282
CEO, heads of state Display Color 1 page: £2,745
Back Cover Inside & Outside:
£3,310 - £3,503

Appendix 6
Timing Table

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14 References

"BRAD Connect - Log On By BRAD Insight". Tool.bradinsight.com. N.p., 2016. Web. 3 Dec.
2016.

Bulgari.com. (2016). Bulgari B.zero1 Rings | Gold, Ceramic and Diamond Rings. [online]
Available at: http://www.bulgari.com/en-us/bzero1 [Accessed 15 Nov. 2016].

Businessoffashion.com. (2016). Bulgari | Discover Bulgari's Company Page | The Business of

Fashion. [online] Available at: https://www.businessoffashion.com/community/companies/bulgari
[Accessed 15 Nov. 2016].

CPP-LUXURY. (2016). Bvlgari's London Hotel succeeds in capturing the lifestyle DNA of the
brand - CPP-LUXURY. [online] Available at: http://www.cpp-luxury.com/bvlgaris-london-hotel-
succeeds-in-capturing-the-lifestyle-dna-of-the-brand/ [Accessed 15 Nov. 2016].

Kapferer, J. and Bastien, V. (2012). The luxury strategy. 1st ed. London: Kogan Page.

Luxury Travel Magazine. 2016. "Bulgari Hotel To Open In London's Exclusive Knightsbridge
Neighborhood". Luxurytravelmagazine.com. N.p., 2016. Web. 3 Dec. 2016.

"Paid, Owned And Earned Media – What Do They Mean To You?". Gravytrain. N.p., 2016. Web.
3 Dec. 2016.

"Paid, Owned And Earned Media – What Do They Mean To You?". Gravytrain. N.p., 2016. Web.
3 Dec. 2016.

List of Figures
1. Author’s own, 2016- Positioning Map 1. Image
2. Author’s own, 2016 – Positioning Map 2. Image
3. Author’s own, 2016 – Proposition. Image
4. Author’s own, 2016 – Brand Identity Prism. Image
5. Author’ own, 2016 – Brand DNA. Image

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