Discover Neo Places Marketing Services Offer to create and improve a customer experience for Hospitality and Leisure brands (hotels, restaurants, bars, museums, leisure parks ...). Emmanuelle Mordacq's consulting company profile.

1. NEO PLACES
HOLISTIC
EXPERIENTIAL
CONCEPTS
FOR
HOTELS,
R E S TA U R A N T S ,
MUSEUM &
LEISURE
ACTIVITIES
2014

2. HOLISTIC EXPERIENTIAL CONCEPTS FOR PLACES
« Spatial branding is how a brand affects the experience of people
using this space »
ROBERT KLANTEN
IN STAGING SPACES
« An hotel branding differs from, say, product branding. »
CLAIRE DARROW / VP AND CREATIVE DIRECTOR, ANDRÉ BALAZS PROPERTIES
EMMANUELLE MORDACQ for NEO PLACES
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3. OUR
SERVICES
Palihouse – Los Angeles
EMMANUELLE MORDACQ for NEO PLACES
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4. OUR SERVICES
1/ Create Experiential Brands Concepts to improve perceived value
CREATES NEW CONCEPTS AND OFFERS / REBUILDS FORGOTTEN & AGING BRANDS / BUILDS
THE DEPLOYMENT CONCEPT OF A SUCCESSFUL ONE-PLACE BRAND
BENCHMARKS AND TREND ANALYSIS / FORECAST FOR EXPERIENTIAL PLACES
2/ Handle specific marketing mix aspects to enhance experience
perception
OPTIMIZES EXISTING PLACES
IMPROVES OR REPOSITIONS SPECIFIC SPACE OR SERVICE IN AN EXISTING CONCEPT
EVALUATES THE IMPACT OF NEW COMPETITION, NEW COUNTRIES DEVELOPMENT …
3/ Coach operational transformation to ensure experience effectiveness
FOLLOWS THE OPERATIONAL IMPLEMENTATION OF A CONCEPT
SPARRING PARTNER FOR THE INTERNATIONALIZATION OF EXPERIENTIAL BRANDS
CONSULTING & COACH OF MARKETING TEAMS, TECHNIQUES AND OPERATIONS
IN FRANCE, EUROPE, ASIA AND AMERICAS
EMMANUELLE MORDACQ for NEO PLACES
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5. OUR SERVICES
Key parameters mastered during experience concepts creation
PROFITABILITY BUILDING / EX. : MARGIN MARKERS
OPERATIONS ORGANIZATION / EX. : TRANSLATION OF A CONCEPT INTO OPERATIONS
HR / EX. : FOCUS ON SPECIFIC HR IMPACTS
DESIGN AND ROLL-OUT / EX. : DESIGNER BRIEFING, ERGONOMIC SYSTEMS
COMMUNICATION AND TRAFFIC / EX. : COMMUNICATION STRATEGY
WEB AND VIRTUAL PRESENCE / EX. : E-COMMERCE ROLE AND ON-LINE TRAFFIC
EMMANUELLE MORDACQ for NEO PLACES
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6. WE ADVISE
Marketing teams in large international hospitality and leisure groups
Chairmen of fast-developing hospitality and leisure micro-groups
Hospitality and Leisure specialists at investment funds and banks
EMMANUELLE MORDACQ for NEO PLACES
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7. WHO
DRIVES
NEOPLACES ?
EMMANUELLE MORDACQ for NEO PLACES

8. EMMANUELLE MORDACQ
Founder and chairman
20 years in international brands marketing
Senior VP Global Marketing Director at Accor Hospitality
o
o
SUCCESSFUL CREATION OF THREE INTERNATIONAL BRANDS INTEGRATING BUSINESS AND DEVELOPMENT ASPECTS
WORLDWIDE MARKETING DIRECTOR OF MERCURE HOTELS (800 HOTELS; MANAGEMENT, FRANCHISE AND OWNED
PROPERTIES)
Senior Partner at TBWA Paris
o
RESPONSIBLE FOR INTERNATIONAL STRATEGIES OF TOP LEVEL BRANDS : TAG HEUER, FILA, BIC, BANG&OLUFSEN, VANITY
FAIR, GUERLAIN, CANON, JAMESON, …
EM Lyon Graduate, marketing specialization / holistic vision of brands
Spaces Semiotics graduate (ESCP / Limoges University)
Editor in chief of the neoplaces webmagazine
Contributor to magazines and publications
EMMANUELLE MORDACQ for NEO PLACES
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9. AN EXPERT TEAM
NeoPlaces is a new kind of agency, by its organization and its way of working, infused by a
cooperative spirit favoring co-thinking and co-creation.
NeoPlaces is a group of experts who know each other well, work together and organize
themselves in team, according to the needs of the subjects entrusted to them.
Our experts work on several fields of acitivity: hospitality, restaurant, leisure, transportation,
retail, health… Our group covers the following expertises within those fields:
ARCHITECTURE, LANDSCAPES
MUSEUM AND PLACES SCENOGRAPHY
TECHNOLOGY CURATION
ART CURATION
BRANDING & SOCIAL NETWORKS
EMMANUELLE MORDACQ for NEO PLACES
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10. CREDENTIALS
NEOPLACES
EMMANUELLE MORDACQ for NEO PLACES
The Kimberly Hotel – New York
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11. CONCEPTS CREATION
Creating experiential brands from the start
LICENCE BRAND
ANIMAL & ART PARK NORMANDY
BUSINESS UPSCALE HOTEL CHAIN
ECONOMY FRANCHISE BRAND
LUXURY HOTELS COLLECTION
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12. Worldwide licence brand
creation
Concept and offer
Visual identity
Developpement strategy
Internal deployment

13. Worldwide brand
creation
Concept and offer
Operational
guidelines (SOP)
Visual identity
Developpement
strategy
Global deployment

14. CONCEPTS REJUVENATION
Bringing a successful original concept and bringing it to a new experience level
BRAND & EXPERIENCE
REPOSITIONING
REPOSITIONING STRATEGY FOR
COMPANY BID
LUXURY RESORT REPOSITIONING
AT ITS RIGHT LEVEL
PRODUCT, SERVICES AND
BRANDING REJUVENATION
REPOSITIONING STRATEGY FOR
COMPANY BID
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15. Mythical cabaret
repositioning (Paris)
Repositioning
Key messages
Experience evolution
Branding
Communication
Currently in process

16. Resort repositioning
(Spain)
Concept
Operational
guidelines (SOP)
Brand Book
Visual identity
+14% revenue

17. PLACES MARKETING SUBJECTS
Helping on all experiential places marketing mix aspects.
NEW NETWORK BAR CONCEPT
CHINA DEVELOPPEMENT
IMPACT ON A ECONOMY HOTEL
BRAND CONCEPT AND OFFER
SHOPPING MALL SEGMENTATION
OPPORTUNITY
RUE DU COMMERCE .com
CREATIVITY SESSION ON
PHYSICAL TRANSLATION
STRATEGICAL MARKETING PLAN
COACHING
CLIENT SATISFACTION DRIVERS
BENCHMARKS
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18. CONTACT US
EMMANUELLE MORDACQ
+ 33 (0) 609 311 827
CONTACT@PLACES-CONSULTING.COM
Discover everyday innovative places on our blog
WWW.NEOPLACES.COM
Follow us on Twitter and Linkedin
@NEO_PLACES
WWW.LINKEDIN.COM/COMPANY/NEO-PLACES
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