| Title | HTL HOTELS |
| Brand | HTL HOTELS |
| Product/Service | HOTEL |
| Category |
A09. 360 BRAND & IDENTITY EXPERIENCE |
|
Entrant Company
|
SCANDINAVIAN DESIGN GROUP Stockholm, SWEDEN
|
|
Advertising Agency
|
McCANN STOCKHOLM, SWEDEN
|
Credits
| Carl Bachmann |
Scandinavian Design Group |
Designer |
| Johanna Smeds |
Scandinavian Design Group |
Client Director |
| Kajsa Kurtén |
Mccann Stockholm |
Production Manager |
| Nils Jensen |
Scandinavian Design Group |
Creative Director |
| Claudia Karp |
Mccann Stockholm |
Art Director |
| Christian Sundgren |
Scandinavian Design Group |
Copywriter |
Brief Explanation
The guests HTL wants to attract to their hotels are experienced travellers. They look for the best locations, hospitality and style at the best price. The primary challenge was therefore to create a concept that combines premium-associations with class, smartness and top value.
The Brief
The demand for affordable hotels in premium locations is increasing worldwide. A conventional hotel is equipped with many features that this type of travellers are not interested in (conference rooms, roomservice, extensive breakfast etc). It was decided to launch a new concept - a hotel chain that caters especially to the needs of this target group. We were asked to create a brand platform suitable for the task.
How the final design was conceived
We concentrated on a concept that takes away all the superfluous bits, starting with the vowels in the name. Conveying the feeling that at HTL, you don’t pay for the extras, just the stuff you need and want – and we deliver it better than anybody else. HTL is an enthusiastic, social and inspirational brand that adapts to ever changing cities and traveller needs.
Indication of how successful the outcome was in the market
Over 80 nationalities have found their way to the first HTL hotel in Stockholm. Guests are very satisfied and find the concept relevant and interesting. HTL have been working with several influental local personalities to create personalised advice, making it easy for clients to find the hidden gems of the city. At Tripadvisor, HTL receives 84% thumbs up and pictures showing the smart design solutions of HTL is widely spread in social medias. The comments range from “splendid concept” to “ innovative solutions. HTL sets the standards for a new type of hotels, and a very high standard at that!