2. 02
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 product branding. »
Claire Darrow
VP and Creative Director, André Balazs Properties
4. 04
FROM A COMMODITY TO AN EXPERIENCE
Places brands need to transform Commodities to experiences.
LOCATION COMMODITY BRAND PREFERENCE CUSTOMER EXPERIENCE
5. 05
THE IMPORTANCE OF BEING AN EXPERIENTIEL BRAND
Creating a different experience creates the uniqueness of the place, and thus.
A HIGHER
CUSTOMER-
PERCEIVED
ADDEDVALUE
ALLOWS
APREMIUM
PRICE
A DIRECT
DESIRE FOR
THEBRAND
BALANCES
DISTRIBUTION
NEGOTIATION
POWER
BETTER REVENUE
&
BETTER MARGINS
6. 06
IMPROVING YOUR VALUE PERCEPTION AND PRICE POINT
COMMODITY
$ .01 TO 02
PER CUP
$ .05 TO .25
PER CUP
$ .75 TO 1.50
PER CUP
$ 2 TO 5
PER CUP
GOOD
BRAND
EXPERIENCE
Source : Pine & Gilmore, The Experience Economy, 1999.
7. 07
BRANDS TH AT
UNDERS TAND
THE IMPORTANCE
OF EXPERIENCE
You don’tchoose
anHOTEL
you chooseW experience
You don’tchoose
aRESORT
you choosethe
CLUBMED
experience
You don’tbuy
a COMPUTER in a store
you endorse the
APPLESTORE
approach
You don’t go
to theMUSEUM
ofModern Art,
but to the
GUGGENHEIM
Youare not in a
RESTAURANT
you areat
NOBU
Youdon’t go to a LEISURE
PARK
But you prefer to go to
DISNEY
9. 09
WE ARE A MARKETING AGENCY DEDICATED TO PLACES
NeoPlaces is a
marketing consultancy
agency for innovative
companies in the
hospitality industry
aiming to improve
and create successful
concepts.
NeoPlaces is entirely dedicated to places brands, building from
an initial Business Model, creating a brand concept and defining
the brand’s experience on the premises and in the marketing
eco-system. NeoPlaces is the consultancy company founded
in 2011 by Emmanuelle Mordacq.
NeoPlaces creates and repositions Hospitality brands, from target
identification to experiential concept definition (spaces and services),
from Business Models to operational coordination for implementation.
NeoPlaces supports companies in defining or improving offer and services
in their existing brands. We explore hospitality targets and markets to
further enrich its marketing concepts and the guests’ knowledge.
NeoPlaces works in priority for hotel groups, but also for shopping malls,
real estate, entertainment locations and cultural venues ...The NeoPlaces
innovative experiential approach adapts to each universe, focusing on
the endcustomer.
10. WHO LEADS NEOPLACES ?
Emmanuelle Mordacq
CEO - FOUNDER
Emmanuelle MORDACQ is an independent expert in Hospitality
marketing. At AccorHotels, Emmanuelle was Senior VP non-standardised
brands. She founded the new AccorHotels offer on non-standardised
brands (franchise and management), managing the Mercure brand
globally and creating three brands: MGallery, Pullman and all seasons
(now IbisStyles).
Emmanuelle is specialised on international marketing concepts
for Hospitality and also for entertainment and leisure companies.
She works with major brands, whether they are from international
companies orfamily-owned.
MBA graduate (EM Lyon – France)/ Marketing major
Semiotics Master (ESCP/ Université de Limoges)
Creator and editor-in-chief of the web magazine neoplaces.com
Writer and contributor to books and magazines
010
11. 011
AN EXPERT ECO-SYSTEM
NeoPlaces is a co-creative agency, based on agility and team adaptation to our client exact needs and origin.
We are an eco-system of international experts, used to work together in dedicated teams created according
to the subjects entrusted to us.
Our experts work on several fields of activity: hospitality, F&B, leisure, transportation, retail… And our group covers
the entire chain needed to conceive, create, animate implement, operate and communicate an experiential brand:
business model strategists and advisors, marketing innovators, designers and architects, art and tech curators,
operational and sourcing experts, communication specialists in all all fields …
implementation
Rob Isabelle Véronique Monique Valérie Philippe Frederic
Hornman Maffre ZmirouMonaco Mager March Foulfoin Levaux
Advisorbusiness Designer& Communication HRtransitional Social Architect& Techcuration
strategy&model architectcoach (globaland
operations)
change& Networks naturedesigner
12. 012
AN INTERNATIONAL EXPERTISE
All the experts at NeoPlaces are international profiles, able to handle global
or regional subjects. We also work with local experts in Asia, America,
Africa and Europe, if the client request makes it relevant.
EricLepleux
NewYork
—
PauloSalvador
SaoPaulo
—
ThibaultPaquin
KualaLumpur
—
Rob Hornman
Europe &Africa
—
14. OUR SERVICES
1/ CREATING EXPERIENTIAL BRANDS CONCEPTS
Building brand concepts and strategy on Business models
Rebuilding aging brands
2/ BRANDS PORTFOLIO MANAGEMENT
Reorganizing brand portfolios
Segmentation andoffer clarification
3/ CONTRIBUTING TO BRAND MARKETING FOR EXPERIENTIAL BRANDS
Repositioning specific offers or services in an existing concept
Evaluating the impact of new competition, new trends …
4/ OPERATIONAL TRANSFORMATION MONITORING
Following the operational implementation of a concept with marketing teams, techniques and Operations
Sparring partner for the internationalization of experiential brands
5/ RESEARCH, TRENDS AND CONTENT
Market benchmarking and forecast, Identification and analysis of trends
Trendtrips & Trendsafaris
014
15. 015
WE START FROM THE PROFITABILITY MODEL
WE THINK MARGINMARKERS
WE BUILD ON THE FINAL GUEST DESIRES AND NEEDS
WE THINK HOLISTICEXPERIENCE
WE CREATE CONCEPTS THAT ARE OPERATIONALLY RELEVANT AND EASY TO ACHIEVE BY STAFF
WE THINK CONCEPT TRANSLATION INTO OPERATIONS
OUR POINTS OF DIFFERENCE
16. 016
NEOPLACES CREATES EXPERIENTIAL CONCEPTS
holistic
Marketing
Ecosystem
Strategy
BusinessModel
Target
Concept
Premises
BrandMarkers
(hard & soft)
Service/ Staff
Collaterals
SOP
Commerce
E-commerce
Licencing
Point ofsales
Franchises
Communication
Branding
Advertising
PR
Digital
Website
Mobile
Social Networks
Strategy and
development
Experiential
Concept
20. 020
Creation of a premium
student residence brand
—
Brand model &positioning
Complete offer definition
Visual identity
Operational launch of the first unit
5 units in the pipeline
Kley Caen—
France
21. 021
Creation of anArt
and Animal Park
—
Brand model &positioning
Complete offer definition
Visual identity
Operational launch of thepark
Parc de Saint Symphorien des Monts -
Normandy-France
021
23. 023
Creation of alicense
hotel brand
Definition of the brandoffer,
and positioning.
Branding adcommunication:
new logo, new Look & Feel,
new webgraphics.
Workshops in the different
international regions to ensure
for the appropriation of the new
positioning
Targetdefinition.
Strategic recommandation.
Brandingandcommunication.
Appropriationworkshops.
24. Upscale Business
brand creation
—
Positioning and offer
Visual identity
Development strategy
International deployment
Operational guidelines
117 hotels in 33 countries
Most developed brand at
AccorHotels
024
25. Worldwide brand
creation
—
Concept and offer
Operational guidelines (SOP)
Visual identity
Development strategy
Global deployment
85 hotels in 24 countries
025
26. 026
Worldwide brand
creation
—
Concept and offer
Operational guidelines (SOP)
Visual identity
Development strategy
Global deployment
339 hotels in 34 countries
Ibis Styles — Brisbane
Australia
27. 027
CONCEPTS REJUVENATION AND PORTFOLIO MANAGEMENT
GROUP REPOSITIONING
AND PORTFOLIO REORGANIZATION
LUXURY RESORT REPOSITIONING
AT ITS RIGHT LEVEL
HOTEL BRAND CREATION
REPOSITIONING STRATEGY
FOR COMPANY BID
BRAND POSITIONING
CHALLENGE SESSION
BRAND & EXPERIENCE
REPOSITIONING
28. 028
Luxury Deli &F&B
—
Creation of the Fauchon
Hospitality worldwide
brand & model Concept
and operational support
of thefirst hotels In progress
Fauchon L’HôtelMadeleine
ParisFrance
32. 032
MARKETING MISSIONS
MILLENIAL TARGET NEW BAR
CONCEPT
CHINA DEVELOPPEMENT IMPACT
ON A ECONOMY HOTEL BRAND
CONCEPT AND OFFER
NEW POSITIONNING INNOVATION
IN SERVICE AND IDEAS
STRATEGICAL MARKETING
PLAN COACHING
CONTRIBUTION TO THE SNCF
DESIGN TANK
CLIENT SATISFACTION DRIVERS
BENCHMARKS
33. 033
New bar concept
for Millennial target
—
Concept finalisation
Trends and inspirational book
Worldwide implementation
guidelines
36. 036
RESEARCH, TRENDS AND PROSPECTIVE
MICE AND SOCIAL EVENTS
BENCHMARK WWD
HOSPITALITY IN 2025
MILLENNIAL TARGET FOCUS
CO-LIVING
LUXURY BRANDS TREND BOOK
FAMILY OFFER INNOVATIONS
BENCHMARK
41. 041
NEOPLACES - CONTRIBUTIONS
NEOPLACES.COM
—
Web Magazine dedicated
to innovation in placesaround
the world.
CONTRIBUTIONS
—
Emmanuelle Mordacq contributes
in professional training sessions
and publications, specialized on
places trends.
HAMAJI (South Africa)
The magazine for new Nomads
Handling the Trendcolumn
THE HYPERHOME
Book - Livingspaces
future
43. 043
NEOPLACES IS CO-FOUNDER OF THE HOTEL AGENCY
The Hotel Agency is a consultancy company dedicated to hotel groups.
The Hotel Agency creates value for regional hospitality businesses,
companies that choose Great before Big. The Hotel Agency believes
that driving revenue and asset value comes through better guest and
brand experience. We drive guest satisfaction by translating brand
concept into service, physical and digital presence and into immediate
operational implementation.
Amsterdam – Frankfurt – Lisbon - Paris
46. 046
ART-CENTERED EXPERIENCES,
BASED ON AN ARTIST WORK,
DEVELOPPED FOR COMPANIES
To know more about those projects, contact directly Emmanuelle Mordacq.
Photographer: Géraldine Aresteanu
Team Building sessions to boost
positive thinking and mutualrespect
Digital poet: Leonardo Marcos
Space design to express and embody
corporate values andculture
47. 047
NEOPLACES SUPPORTS A CONTEMPORARY ARTIST EVERY YEAR
2014
Photographer
Patrick Rimond
www.patrickrimond.com 2015
Photographer
Géraldine Aresteanu
www.geraldinearesteanu.com
2016
Art Designer
Sara Comte
www.saracomte.com
48. WE CAN HELP
Do contact us
EMMANUELLE MORDACQ
+ 33 609 311 827
CONTACT@PLACES-CONSULTING.COM
Follow us on Twitter and Linkedin
@Neo_Places
http://www.linkedin.com/company/neo-places
