RELAIS & CHATEAUX
Context
Established in 1954, Relais & Chateaux is a comprehensive directory of luxury hotels and restaurants, with more than 560 establishments located in over 60 countries worldwide.
Challenge
Particularly well known in France, especially with the older generation of travellers, Relais & Chateaux was keen to attract and engage a younger audience but were not producing the type of content suited to reach their desired target customer.
Insights
With the power of search engines, everyone has access to directories. The new generation of travellers wants to be inspired, taken on a journey and unearthing hidden gems.
Strategy
Elevate R&C’s comprehensive guide from a simple directory to the go-to trusted and respected source of knowledge for an informed travel experience.
Creative Output
Redesigned its global guide with a more contemporary outlook, placing greater emphasis on storytelling by shaping R&C’s new editorial tone of voice and producing high-quality content
Result
Increased their print run to 375,000 copies to respond to the additional readership
To take it one step further, we could have seeded the created content to Relais & Chateaux's different communication touchpoints which would give them ample digital presence and cater better to younger generations