SHANGHAI, April 7, 2016 – China-based global brand consultancy Labbrand collaborated with the Golden Land Group and luxury hospitality group FRHI Hotels & Resorts to co-create NEQTA, a new hotel brand tailor made for China.
Labbrand worked closely with FRHI and Golden Land Group to develop the new brand. Based on consumer insights, Labbrand created the brand positioning, brand signature (logo), visual identity system as well as the new brand’s English and Chinese names.
The new hotel brand NEQTA promises to deliver reliable quality service and a unique experience in the modern hospitality industry in China, aiming to become a proud choice for the young and trendy business traveler.
“The brand positioning of NEQTA really captures the essence of this trendy lifestyle hotel and resonates with China’s young business elites,” said Feifei Xu, Executive Director at Labbrand.
Labbrand’s innovative brand solutions for NEQTA have been honored by two major awards at Transform Awards APAC in 2015: GOLD in the Best Visual Identity from the Travel & Leisure Sector category and SILVER in the Best Strategic/ Creative Development of a New Brand category.
“The Labbrand team had demonstrated a good understanding of our customers’ needs and was knowledgeable as well as professional throughout the development process, resulting in an insight-backed and differentiating delivery,” says Carmen Lam, Vice President, Sales & Marketing, Asia Pacific, FRHI Hotels & Resorts.
NEQTA opened its first hotel in Xuhui, Shanghai on 21 January 2016, and will expand with its next property at the Golden Land Group’s home of Nanjing. With a robust brand strategy and an identity that speaks to its target, the new hotel brand aims to open 200 hotels around the world within the next three years.
FRHI Hotels & Resorts (FRHI) is a leading luxury hotel management company that operates more than 130 hotels and branded residential offerings globally under the Raffles, Fairmont and Swissôtel brands. The company’s distinctive portfolio of luxury and upper upscale hotels features celebrated icons, world-class resorts and stylish city center hotels. Some notable hotels include Fairmont Dubai, Raffles Singapore, Swissôtel The Bosphorus, Fairmont San Francisco and London’s The Savoy. Focused on growing its distinctive hotel brands, the company is also developing new hotels in key locations around the world including exciting projects in China, Russia, Egypt, Turkey, Saudi Arabia and the United States. The company also manages Raffles, Fairmont and Swissôtel branded luxury private residence clubs, whole-ownership residences and serviced residences properties.
Golden Land Group is a China-based real estate group that specializes in development and operation of Urban Complex. Over the past two decades, the group has developed more than 4,000,000 square meters of real estate across China. Through partnerships with international hospitality brands, Golden Land Group has within its projects multiple five star hotels, including Fairmont, Marriott, Swissôtel hotels and more.
Labbrand is a leading China-originated global brand consultancy, working collaboratively with consumers & corporations to build and strengthen brands through culturally relevant actions. To achieve success and brand innovations, Labbrand seamlessly coordinates research, strategic decisions, and creative implementation.
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