ADAPTING WALDORF ASTORIA
RELEVANT TO THE
CHINESE CONSUMERS
2017 - 2019
BACKGROUND
Waldorf Astoria is Hilton's luxury brand of iconic hotels, which had 3 hotels in China at the time and experienced unprecedented growth in the following 5 years. Waldorf Astoria Shanghai is one of the brand's flagship hotels and also Shanghai Bund landmark, so the brand has a good reputation, albeit a small presence in China.
CHALLENGE
Although Waldorf Astoria is more than 100 years old, the brand's heritage is relatively unknown among Chinese consumers. Activation was limited, and when it was, its mostly a direct translation of US campaigns.
HAZEL'S APPROACH
-
Developed China go-to-market strategy with global brand identity as guiding principle
-
Built the foundation:
Promoted brand pride among employees as the core of the brand is True Waldorf Service where personalised service underpins unforgettable experiences.
Led localisation to drive relevance and resonance.
RESULTS
Increase in brand awareness and market share within the 24-month period.
