Le Meridien repositions for the 'creative class'

Hong Kong - Le Meridien has embarked on brand relaunch, focusing on events as the marketing vehicle aimed to create an emotional connection with its target audience defined as the ‘creative guest'.

Since the hotel was acquired by Starwood Hotels & Resorts Worldwide in November 2005, the vision has been to transform the establishment from a functional business to a lifestyle brand.

Le Meridien has repositioned to attract the ‘creative class' defined as the modern active person of the 21 Century embodying attitudes that include being confident, techno-savvy and forward-looking rather than based on demographics.

To attract its target audience, Le Meridien has adopted the tag "chic, cultured and discovery" and will build marketing initiatives around these core values.

One of them includes an exclusive marketing partnership with illy called "50 words, 50 beans" where guests are challenged to exhibit their literary prowess aimed at developing a unique culture around coffee.

Eva Ziegler, senior vice president for Le Meridien Brand said "marketing experiences through events is more interesting and fitting".

While events such as First Night showcasing public art installations have kicked off in San Francisco and Shanghai late last year, Ziegler said other hotels will have initiatives called Creative Hour that brings live art, architecture and cuisine to its guests.