Regal Hotels, the UK’s third largest hotel chain, is relaunching
with a new brand identity as it tries to present a friendlier face to
consumers.
The 91-strong hotel chain will this week be re-named Corus. New signs
and literature for the three-star hotels have been developed jointly by
the BrandNaming Company and design group The Partners.
The move is part of a four-year pounds 80m investment in Regal’s hotels
and aims to create a stronger positioning for the brand. Aiming
predominantly at the business market, the Corus brand is being presented
as more friendly, local and unpretentious.
’This is a true re-branding exercise - not just a corporate identity,’
said Regal Hotel’s marketing director, Sue Whitehead, ’We have defined
unique values which will impact on every part of the business - from the
interior design to service style, from the staff uniforms to the
menus.’
The Regal group also aims to present a stronger identity to the City as
it continues to make further acquisitions.
It has expanded rapidly in recent years by buying country hotels from
the Granada and Whitbread groups.
The brand will be communicated by a new web site and online advertising
- which was also created by The Partners - and by direct mail.
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