RELAIS & CHATEAUX
Context
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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
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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
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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
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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
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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