Hotel and serviced apartment brand takes next step with strengthened brand strategy and refreshed visual identity
Hong Kong, January 29, 2021 – Eight Partnership announced today their rebranding and repositioning work for Lanson Place, a subsidiary of Wing Tai Properties. The 25 year old hospitality brand has expanded its reach from a few core cities in Greater China to Southeast Asia and Australia. This brand refresh has been designed to attract a new generation of building owners and loyal guests across this wider region.
Eight worked closely with the senior team to devise a compelling research-driven brand strategy. “Make Yourself At Home” captures brand’s specialisation in extended stays, supported by authentic, heartfelt service and hospitality, in homey, private environments.The strategy informed Eight’s development of a refreshed visual identity that delivers the new positioning, updating the logo, as well as a full suite of communications, brand photography and brand guidelines to help express the brand across all channels and to all audiences.
“We chose Eight for their deep experience both in hospitality and in the region,” says Michael Hobson, CEO of Lanson Place. “They have been a constant and reliable partner for us as we undertake this exercise, and we have very much appreciated how they’ve challenged our thinking along the way. Their understanding of the issues affecting hospitality today, especially during this time with a global pandemic, has given a roadmap for us to be confident in the rollout of our refreshed brand this year.”
The updated brand will be rolled out in Q1 2021 with a series of print and digital advertisements, as well as the relaunch of a new website. Eight has also developed a range of sales and communications materials for internal and external use by the Lanson Place teams.
“We have very much enjoyed working with Lanson Place,” says Chris Fjelddahl, Partner at Eight. “Their trust in us and our capabilities and experience has allowed us to develop a close working relationship, which has resulted in the creation of a strong brand platform and visual identity to take Lanson Place to the next level.”
About Lanson Place Hospitality Management Limited
Lanson Place is a wholly owned subsidiary of Wing Tai Properties Limited (Wing Tai), a publicly listed company in Hong Kong (HKEx stock code: 369). Wing Tai currently manages 9 properties (in which Wing Tai has equity in two) under the Lanson Place brand, comprising luxury Personal Hotels and Residences in Hong Kong, Shanghai, Chengdu, Kuala Lumpur, Singapore, as well as two upcoming properties in Manila and Melbourne (to be opened in 2022 and 2023).
Lanson Place provides comfortable, private sanctuaries for extended stay guests at central locations in major global cities. Infused by a family-like service tradition, Lanson Place creates warm and sheltered places with a club-like feel where communities form and bond. Guests can enjoy a home away from home experience.
The Group aims to grow the Lanson Place brand across the Asia-Pacific region and continues to explore both investment and management opportunities in major gateway cities.