ZOO Communications is a marketing agency that has been providing hotel marketing services for over 20 years. They have offices in London and Paris and offer a full range of services including branding, digital marketing, brochures, signage, and outsourced marketing departments. Their portfolio includes work for luxury hotel brands such as Oetker Collection, Fregate Island Private, and Palais Namaskar.

2. For over 20 years we have been at the forefront of hotel marketing,
working with some of the biggest names in the business. With offices
in London and Paris and a very experienced team of creatives and
multimedia designers, we can offer you full service support, or enhance
your in-house and agency teams with specialist advice and services.

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CONTENTS
04 Branding l 18 Brochures l 24 Online l 26 E-marketing l 28 Outsourced marketing departments
30 Brand guidelines l 34 Zkit – sales team apps l 36 Signage l 42 Services l 43 Client register l 44 Contact

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BRANDING: OETKER COLLECTION
Driven by a ‘passion for living’, the Oetker Collection is arguably
the most inspiring selection of masterpiece hotels in the world,
embodying the finest European hospitality and French elegance.
As the brand’s lead creative agency, ZOO assists with global
brand development as well as digital strategy. In addition to
various advertising campaigns and website design projects, ZOO
creates unique solutions for the brand’s printed communication,
e-marketing, merchandising and sales collateral.

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OETKER COLLECTION BRAND GUIDELINES
SPRING 2011
ENTER
ExitPrint Forward >Contact us
Oetker Collection LOGO1.2
O CO C O GU SOETKER COLLECTIOETKER COLLECTION BRAND GUIDELON BRAND GUIDELINESINES
THE OETKER COLLECTION BRAND
CONSISTS OF THREE ELEMENTS:
The Oetker Collection pearls, the Oetker Collection
script brand, as well as the sub-heading “Masterpiece
Hotels”. The Oetker Collection script brand is based
on Gill Sans. It has been specially designed and is
never to be replaced by another font.
The size of the pearls in proportion to the
Oetker Collection script brand should likewise
remain unchanged. If the pearls are at a height
of 20mm or less, the variation of the pearls’ colour
gradient is replaced by a continuous, or smooth,
surface tone. The script brand is intensified for
the smaller version.
There are four presentation alternatives
for the pearls:
>15% Pantone 432C colour gradient
and hot foil embossing: mother-of-pearl
>20% Pantone 432C colour gradient
For a pearl-height less than 20mm:
>15% Pantone 432C surfaces and
hot foil embossing: mother-of-pearl
>35% Pantone 432C surfaces
The Oetker Collection text lines and the sub-line
always appear in 100% Pantone 432C.
x
2x
2x
< 20mm
x
FOR A PEARL-HEIGHT LESS THAN 20mm (35%)
OETKER COLLECTION MAIN LOGO (20%)
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1.2 LOGO
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Forward >< Back
INTRODUCTION
LOGO VARIATIONS
LOGO USAGE
OUR BRAND AND LOGO
TONE OF VOICE
Contents Contact us
FONTS
COLOURS
IMAGERY
APPLICATION
OUR BRAND ONLINE
APPLICATION ONLINE
HOTELS LOGOS
HOTEL APPLICATION

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The Ministry of Culture and Tourism of the Republic of Azerbaijan
approached us to breathe life into their dream of creating a
mountain resort in the Caucasus Mountains. We created brands
for the resort and three hotels, and delivered a wealth of collateral,
both on- and offline, including a ‘way-finding’ and signage system
for each hotel. We also delivered a library of photography of the
hotels, activities available and resort area.
BRANDING: SHAHDAG MOUNTAIN RESORT
M O U N T A I N R E S O R T
Hotel & Spa

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ZIRVE HOTEL BRAND GUIDELINES
WINTER 2012
X
X
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X
X
ZIRVE HOTEL Logo and exclusion zone2.1
EXCLUSION ZONE
The exclusion zone on the logo is measured from
the value of x. The x measurement is always
the height (as shown) and this is consistent to
whatever size the identity is reproduced.
ZIRVE HOTEL BRAND GUIDELINESZIRVE HOTEL BRAND GUIDELINES

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In the heart of the French Alps, high in the most exclusive location
of 1850 is L’Apogée Courchevel, the latest masterpiece hotel
from Oetker Collection. This new property immerses guests in
a combination of contemporary style and exceptional service.
Working with the Oetker team and the hotel’s architect Joseph
Dirand and interior designer India Mahdavi, ZOO created a
pre-opening digital strategy, launch program and ongoing
positioning of the hotel. This included the design and production
of a host of printed materials including branded merchandise,
giveaways and in-room marketing materials which can be seen
and enjoyed by guests throughout the hotel.
BRANDING: L’APOGÉE COURCHEVEL

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15 / BRAND APPLICATION
L APOGÉE COURCHEVEL BRAND GUIDELINESÉL’APOGÉE COURCHEVEL BRAND GUIDELINES
15.1
IN ROOM DIRECTORY
Example shown: white box with foiled logo on top.
Branded directories with debossed secondary graphic on the cover. Alternative colours for outer box
15 / BRAND APPLICATION
ÉL’APOGÉE COURCHEVEL BRAND GUIDELINES
15.2
LAMINATED BAG
Bronze logo with Pantone 209 and
bronze repeat pattern to inner

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BRANDING: FREGATE ISLAND PRIVATE
Set on a 2.19 square kilometer private island in the middle of the
Indian Ocean, Fregate Island Private is a jewel of conservation –
unique on the planet. This secluded sanctuary hosts 16 luxurious
villas overlooking turquoise waters, hundreds of exotic birds, 2,200
free-roaming giant Aldabra tortoises and lush vegetation circled by
seven idyllic beaches. A true paradise on earth.
Reflecting the hotels ecological stance ZOO carefully selected
suitable materials and created a host of printed materials including
branded merchandise, giveaways and in-room marketing materials
which can be seen and enjoyed by guests throughout the hotel.

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COLOUR – PRIMARY COLOUR PALETTE1.0
OUR COLOUR PALETTE
The brand has a palette consisting of two
principle colours: Fregate Island Private
Mustard Pantone®
117 and Fregate Island
Private Warm Brown Pantone®
7532.
These colours feature in our logo and
are, therefore, integral to our brand
communication.
COLOUR MATCHING
You should use the Pantone®
references to
match for correct reproduction of the primary
colours by a professional printer. These
standards are included in the current edition
of the ‘Pantone®
Colour Formula Guide’.
Coated colour swatches are to be the master
colour reference for all colour matching.
CMYK (PROCESS) PRINTING
Custom CMYK colour breakdowns
have been selected to provide the best
possible starting point for process colour
reproduction. Where possible these values
should be adjusted for the closest match to
their respective Pantone®
colour swatches.
PANTONE 117C PANTONE 7532C
6% Cyan
27% Magenta
100% Yellow
12% Black
R 201
G 151
B 0
Web # C99700
23% Cyan
37% Magenta
45% Yellow
65% Black
R 99
G 81
B 61
Web # 63513D
FREGATE ISLAND PRIVATE
COLOUR GRID1.2
PANTONE 117
WHITE
BACKGROUND
PANTONE 7532
BACKGROUND
PANTONE 548
BACKGROUND
PANTONE 117
BACKGROUND
PANTONE 551
BACKGROUND
PANTONE 333
BACKGROUND
PANTONE 7742
BACKGROUND
PANTONE 551
PANTONE 333
PANTONE 7532
PANTONE 548
PANTONE 7742
APPLYING OUR COLOURS
Given the range of colours employed by
both our primary and secondary palettes, we
have produced a colour grid to illustrate the
different potential colour combinations for
you to use.
Each of our colours can be used as either
a lead or background colour. (Please note,
we consider ‘White’ a background colour.)
Consequently, each colour can be positioned
on six different colours.
FREGATE ISLAND PRIVATE

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Arguably the most enigmatic 5-star retreat in Marrakech,
Palais Namaskar represents acres of tranquillity and impeccable
hospitality. Exclusively designed around consummate guest
satisfaction, Palais Namaskar is part of the Oetker Collection.
Supporting the brand throughout the critical launch phase,
ZOO undertook brand development and communication
strategy. In addition to the website, ZOO also produced a variety
of items for the official opening as well as in-room collateral
and merchandising.
BRANDING: PALAIS NAMASKAR

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DRAFT 1
DECEMBER 2011
PALAIS NAMASKAR BRAND GUIDELINESPALAIS NAMASKARPALAIS NAMASKAR BRAND GUIDELINBRAND GUIDELINESES PALAIS NAMASKAR BRAND GUIDELINESPALAIS NAMASKARPALAIS NAMASKAR BRAND GUIDELINBRAND GUIDELINESES
5 / LOGO VARIATIONS
PALAIS NAMASKAR MAIN LOGO
< Logo emblem should
be printed Pantone
872C and the script
should be 100%
Pantone 432C
wherever possible.
Only where there is
no alternative can the
a 4 colour process
version be used.
< In exceptional
circumstances the
emblem can be
printed using hot foil
technique, the script
should be 100%
If unsure on the recommended use of a logo please contact a member of the Palais Namaskar marketing department

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Hidden away in the idyllic Kent countryside, the Hever Hotel
Country Club is a charming destination for corporate events and
private engagements, all accompanied by impeccable hospitality
and an authentic country estate experience.
As part of a major refurbishment and upgrade project, ZOO was
commissioned to refresh the brand’s identity and sales collateral
to create a more appealing brand personality.
BRANDING: HEVER HOTEL COUNTRY CLUB
Hever Hotel
C O U N T R Y C L U B

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With a portfolio encompassing more than 800 properties around
the world, Supranational Hotels represents first-class service and
convenience. From family resorts and leisure hotels to concept
boutique hotels across 75 countries, Supranational brings together
40 hotel groups and over 200 independent properties.
ZOO was tasked with the creation of a new brand identity, diverse
marketing collateral and the development of a multifunctional
website. The new website not only offers a range of booking
services for guests, but also serves as an intranet to facilitate
communication and collaboration between partner hotels.
BRANDING: SUPRANATIONAL HOTELS

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A brand of Pegasus Solutions – The world leader in technology
and corporate services for the hospitality industry.
We were tasked with creating on- and offline directories for their
Boutique, Business and Luxury hotel sectors, managing the design
and production of directories of over 240 pages each.
BROCHURES: UTELL HOTELS & RESORTS

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BROCHURES: HOTEL DU CAP-EDEN-ROC
An exclusive haven of perfection and privacy, the Hotel du
Cap-Eden-Roc graces the incomparable Côte d’Azur. It is an iconic
destination steeped in history and is part of the Oetker Collection.
Guiding the brand through a comprehensive upgrade, ZOO
developed an insightful communication strategy while creating
a distinct tone of voice and photographic style for the website and
brochure. iPad applications, email campaigns and print collateral
were also developed.

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BROCHURES: PALAIS NAMASKAR
Arguably the most enigmatic 5-star retreat in Marrakech,
Palais Namaskar represents acres of tranquillity and impeccable
hospitality. Exclusively designed around consummate guest
satisfaction, Palais Namaskar is part of the Oetker Collection.
Supporting the brand throughout the critical launch phase,
ZOO undertook brand development and communication
strategy. In addition to the website, ZOO also produced a variety
of items for the official opening as well as in-room collateral
and merchandising.

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Working with limited assets and a 10-day deadline we produced
a bilingual site, with downloadable assets and a scalable
framework that will easily grow as the Resort becomes established.
ONLINE: SHAHDAG MOUNTAIN RESORT
M O U N T A I N R E S O R T

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The Oetker Collection is arguably one of the most inspiring groups
of masterpiece hotels in the world, embodying the finest European
hospitality and French elegance. As Oetker Collection’s lead
creative agency, ZOO assists with global brand development
as well as digital strategy for all of the hotels.
Working very closely with the Oetker Collection management team
and the General Managers of the hotels, ZOO’s digital activities
include designing and developing highly effective hotel websites
and blogs, implementing e-marketing strategies that drive online
sales, and the development of an iPad-based sales app.
On the offline side ZOO also created beautiful printed
communication, advertising, merchandising, in-hotel items
and sales collateral.
E-MARKETING: OETKER COLLECTION

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Working with international investors and operators we have
delivered, over a number of years, an ‘outsourced’ marketing
department delivering leads, international on- and offline
advertising and exhibition programmes, collateral and
merchandising activity.
OUTSOURCED MARKETING DEPARTMENTS: KARPAZ GATE MARINA

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BRAND GUIDELINES: PALAIS NAMASKAR
Arguably the most enigmatic 5-star retreat in Marrakech,
Palais Namaskar represents acres of tranquillity and impeccable
hospitality. Exclusively designed around consummate guest
satisfaction, Palais Namaskar is part of the Oetker Collection.
Supporting the brand throughout the critical launch phase,
ZOO undertook brand development and communication
strategies culminating in extensive brand guidelines.

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BRAND GUIDELINES: OETKER COLLECTION
As the brand’s lead creative agency ZOO assists with global brand
development and policing of brand usage via a series of online
brand manuals.

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Using ZOO’s Zkit sales application framework as a starting point,
we developed a customised application containing all the approved
brand assets that the sales team would need to attractively present
the Oetker Collection and its hotels.
Whether using images, slides, videos or PDF documents, the sales
team can easily build highly personalised presentations directly on
the iPad. Presentations are made using simple tap-drag-drop, and
once ready can be shared with colleagues or exported as a PDF
and then emailed as a meeting follow-up.
The application is easily updated, allowing fresh content to be
automatically pushed out to all authorised iPad users and thus
ensuring everyone is up-to-date and presenting the very best
the Oetker Collection has to offer.
ZKIT: OETKER COLLECTION

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For more than 25 years Rivermeade Signs have designed,
manufactured and installed signs for hotels throughout Europe
and the Middle East.
Having now worked with them on a number of projects, we are
delighted to partner with Rivermeade and showcase here a small
selection of their award-wining exterior, interior and stadia work.
SIGNAGE: EXTERIOR

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SIGNAGE: INTERIOR AND DIGITAL SIGNS

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SIGNAGE: STADIA SIGNAGE

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SERVICES
Branding and name generation l Collateral l Digital l E-marketing
Outsourced marketing departments l Brand guidelines l Mobile apps l Signage

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CLIENT REGISTER
Current and recent clients
M O U N T A I N R E S O R T

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For more information on how we might be able to help you please call either:
Lars Clausen
MANAGING DIRECTOR
TELEPHONE: +44 (0)20 8541 0800
EMAIL: lars.clausen@zoocomms.com
Simon Veale
STRATEGY DIRECTOR
TELEPHONE: +44 (0)20 8541 0800
EMAIL: simon.veale@zoocomms.com
ZOO Communications – UK
133 London Road Kingston Upon Thames Surrey KT2 6NH UK
ZOO Communications – FRANCE
253 Rue Saint-Honoré 75001 PARIS France
www.zoocomms.com
CONTACT
Jonathan Bowles
DIGITAL DIRECTOR
TELEPHONE: +44 (0)20 8541 0800
EMAIL: jon.bowles@zoocomms.com
Jason Coleman
CREATIVE DIRECTOR
TELEPHONE: +44 (0)20 8541 0800
EMAIL: jason.coleman@zoocomms.com