Whom
Pleiada Boutique Hotel is the only five-star hotel in Iași, situated away from the hustle and bustle of the city. It offers all the amenities of an elegant and sophisticated resort, including a SPA, à la carte restaurant, conference and event rooms, and a terrace.
What
Presentation materials redesign, internal communication materials redesign, client-facing branding materials, promotional strategy, online and offline campaigns.
When
2018
Brief
Following a rebranding process, Pleiada Boutique Hotel needed a new presentation aligned with its new brand design.
Challenge
The Pleiada brand was entering a new phase in the hospitality market, requiring clear positioning and a strong emphasis on its competitive advantages in relation to other players in the market. Although it is the only five-star hotel in Iași, its potential customer base is divided relatively evenly between four- and five-star hotels.
Execution
In addition to redesigning the existing materials, the promotional campaigns and imagery used throughout the brochures highlight Pleiada Boutique Hotel’s attention to detail and its ability to tailor its services to each client’s individual needs.
Excellence in hospitality lies in consistently exceeding the guest’s expectations. This added value comes from a deep understanding of what guests expect and, above all, what they truly need.
A boutique hotel holds a distinctive advantage over large hotel chains: its more agile organisational structure allows it to adapt procedures and services to individual circumstances, while maintaining a more personal relationship with each guest. A warm and welcoming atmosphere, attentive and gracious staff, direct access to hotel management, and the ability to respond to requests promptly and with a personalised approach are among the defining advantages of the boutique hotel experience.
Every additional service is thoughtfully centred around the guest. From the personalised messages and details found throughout the room – from the “good night” sweet and bespoke mineral water label to the thank-you card welcoming guests back – to conveniences such as laundry services and breakfast to go, every element is carefully considered to deliver a level of care that goes beyond expectations.
For business guests, Pleiada offers rooms insulated from the noise of the city and surrounding streets, providing the ideal environment for focused work and project completion. For business meetings, Pleiada provides quiet, uncrowded spaces, while the SPA area offers a dedicated setting for relaxation, complemented by premium facilities and amenities.
Although it is the only five-star hotel in Iași, Pleiada Boutique Hotel strives to become an elegant yet familiar presence in its guests’ lives. Far removed from the rigid and impersonal conventions traditionally associated with five-star hospitality, the hotel’s philosophy is to maintain uncompromising standards of service quality and attention to detail, while preserving the warmth, intimacy, and personal character of a more exclusive setting.
The hotel’s communication should centre on the values of personalised service, attention to detail, and flexibility – the defining competitive advantages of the Pleiada brand.
Events – whether corporate or private – are tailored to each client’s specific needs, from the room setup and menu selection to complimentary services and added benefits – personalised.
Accommodation, dining, and SPA services are delivered by highly qualified professionals with extensive expertise in their respective fields, particularly within the restaurant, leaving as little room for error as humanly possible — attention to detail.
Types of imagery to use – close-up shots focused on the person, with emphasis on facial expressions or gestures:
- A housekeeper carefully cleaning a guest’s glasses left on the bedside table
- A housekeeper smoothing freshly changed bed linens
- The person responsible for the floral arrangements carefully arranging the flowers
- The head chef delicately placing flowers on the plate with tweezers before it is served
- A business professional reviewing documents in a hotel room
- A young couple planning their wedding, visiting an event space and discussing event personalisation, holding a colour palette catalogue alongside a Pleiada event consultant
The entire communication strategy is centred around people and the relationship between the Pleiada team and its guests — a relationship that quickly develops a warm, almost familial character.
The visual chosen for the wedding celebration campaign focuses on the couple’s casual footwear. The message is that Pleiada’s services are flexible and can be perfectly tailored to each guest’s preferences and personality. This approach moves away from the perception that a five-star resort is reserved exclusively for highly formal, etiquette-driven events, highlighting instead the freedom to create celebrations that genuinely reflect each client.
Presentation text for the folder and brochures:
Hospitality is our passion, and attention to detail is our craft.
Like any artisan who meticulously creates a luxury product, at Pleiada Boutique Hotel we work tirelessly to offer you the most exceptional hospitality experience.
Slogan:
Inspired by the Universe, perfected by Pleiada.
