This document discusses the Relais and Châteaux brand. It provides key figures on the brand's growth in revenue and occupancy rates after properties join Relais and Châteaux. It also outlines Relais and Châteaux's branding elements like logos, colors and slogans. Finally, it discusses Relais and Châteaux's strategies to increase brand awareness and optimize revenue through marketing, events and distribution channels.

1. Margaux Ronfaut
Strategic brand management – Case study of Relais and Châteaux

2. Relais and Châteaux - Introduction
Source: Brand Book and Press kits

4. Relais and Châteaux –
Brand story

5. Relais and Châteaux – Key figures

6. Relais and Châteaux – Brand’s elements - Slogans

7. Relais and Châteaux – Guide

8. Relais and Châteaux – Logo

9. Relais and Châteaux – Logo

10. Relais and Châteaux – Other elements

11. Relais and Châteaux – Colors & Photography

12. Relais and Châteaux – Online brand elements

13. Relais and Châteaux – Brand’s promise

14. Relais and Chateaux – Graphic guidelines

17. Relais and Châteaux – Brand’s position relative to rivals

18. Return on Investment -Feedback of two new members (2010)
“Also thanks to our membership with Relais & Châteaux our occupancy has increased by 50%
compared to summer last year.”Hertelendy Kastely - Hungary
“More than US$1.9 million revenue after only 6 months in the CRS”Hotel Raphaël - Rome , Italy
Figures from two North American members
$2.1 million revenue for fiscal year 2010 -Wedgwood Hotel and Spa - Vancouver, Canada
$2.25 million revenue Auberge St Antoine - Québec, Canada

19. Relais and Châteaux – Increasing brand’s awareness
Marketing investment: CONSISTENCY
Delivering the right message
Consumer multiplier: New channels of distribution
Increasing Market share

20. Relais and Châteaux – Strenghtening Events - Promotion actions

21. Relais and Châteaux – Maintaining brand’s awareness – Optimizing Revenue
R&C « Reservations »
and R&C « Certificates » generate for 2013:
-AU$ 112.71 million for 400 properties
-AU$ 281 775 per property.
-AU$ 23 482 monthly

22. Thank you
Q&A