Luxy
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Transcript of Luxy
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STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE
18 Avril 2014
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I. The Context
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Luxy
Key Figures
§ Crea2on : Miami, 2009
§ Implanta2on : Collins Avenue, Miami,
United States
§ Turnover : 90M€ in 2013
§ 580 employees
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Tourism & Luxe
France Tourism § Visitors : 29M in 2012 – 17M foreigners (15% Americans, 9% Bri2sh and 5% Japanese)
§ 810 luxury hotel – 52 in Paris
Luxe § 5 categories of luxury hotels : "hôtels gros porteurs, hôtels de charme, palaces, first-‐classe, hôtels grand luxe "
§ Palace Label : 5-‐star+ hotel § 85% of foreigners spend between 650-‐950€ per night
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The compe2tors & inspira2onal
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COMPETITORS INSPIRATIONAL
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II. STP
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Segmenta2on
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Leisure customers § Exclusive class (aristocracy)
§ Regular class (The bourgeoisie, the leaders, the newly wealthy,
the jet set) § Casual class (the managers, the
young…).
Business customers § Public authori2es and
para-‐publics § The MICE (mee2ng, incen2ve, congress and
exhibi2on) § Show business
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Targets
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Leisure customers Regular class (The bourgeoisie, the leaders, the newly wealthy, the jet
set)
Business customers Show business
MAJOR TARGET SECONDARY TARGET
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Posi2oning
Live the Miami experience in harmony with the french vision of luxury
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Product : Luxy Paris
Launching in 2017
§ Located in Paris, 1st district, near the Champs
Elysées
§ 5-‐star hotel : Future Palace
§ 70 rooms
§ Rooms with striking views
§ Indoor swimming pool
§ Interiors by the french designer, Philippe Starck
§ Bar lounge
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Prices
§ Deluxe room : 975€ § Miami ROOM : 1 075 € § Miami TERRACE ROOM : 1 245 € § SUPERIOR SUITE : 1 600 € § Tropical SUITE : 3 000 € § PANORAMIC SUITE : 3 500€ § ROYALE miami SUITE : 15 000€ § Penthouse floor: j’aime paris : 20 000€
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III. Communica2on
Events
Fashion Show
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Our Target
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§ Man/Women § 30-‐65 years old § Preoccupa2on :
Well-‐being, money, travelling, party and shopping.
§ Busy lifestyle
§ Rich § The super-‐rich
§ Urban § Big ci2es § Interna2onal
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Persona
My name is Vladislav Doronin… § � 44 YO, Russian businessman, living in Moscou
§ Very busy lifestyle and he travelled a lot all around the world
§ Keen on Champaign, women and pres2gious night
§ Stayed only in 5-‐star hotel and palaces § Looking for the most trendy places
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Persona
My name is Jennifer McLaine… § 28 YO, living in Miami, mannequin and jet-‐seler
§ Always away from home.
§ Fashion addict § Preoccupied with her well-‐being and appearances
§ Keen on of mode
§ Looking for luxury and outstanding places
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The driving idea
Promote the hotel trough events na`onal and interna`onal
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Communica2on plan
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Unveiling Luxy – Sep 2017
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DESCRIPTION DURATION AUDIENCE
Organiza`on of an event to celebrate unveiling of the brand new Luxy Hotel in Paris.
1 night § Philippe Starck § Stars : Frédéric Beigbeder, Björk, Kirsten
Dunst, Sofia Coppola, Gaspard Ulliel… § Presse interna2onal luxe, voyage et
mode § Blogger : Chiara Ferragni (Italy), Rei Shito
(Japan), Leandra Medine (USA), Anna Brain (Russia)…
§ Best Customers Luxy Miami
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Luxy events
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DESCRIPTION DURATION AUDIENCE
Events organize by Luxy in the Luxy Lounge bar. 4 types of events : § Miami Night § Luxy Night § Celebra`on § Chanel private fashion show
1 event / per month § Stars § Presse interna`onal
luxe, voyage et mode § Blogger § Clients
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IV. Partnership
Le Baron
CHANEL
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CHANEL
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DESCRIPTION
Chanel is a high fashion house that specializes in haute couture and ready-‐to-‐wear clothes, luxury goods and fashion accessories
CHANEL Sponsorship : § Chanel Store on the ground
flour of the hotel
§ Organiza`on of Private Fashion Show ( 2 per years)
PRESENTATION
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Le Baron
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DESCRIPTION
L e B a r o n i s a f o r m e r whorehouse converted into a nightclub, a very fashionable place at this `me.
Le Baron Sponsorship : § Promo`on of the luxy Hotel
during the party organize by the nightclub.
§ Promo`on of the brand
during the Cannes Film Fes`val at Le baron Piano Bar
PRESENTATION
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Events Partnership
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DESCRIPTION
Partnership with different e v e n t s n a ` o n a l a n d interna`onal. § Paris Fashion Week § London Fashion Week § Courchevel New Year's Eve § Cannes Film Fes`val § Saint Tropez White Evening
§ Promo`on of the luxy Hotel
during the par`es and events.
PRESENTATION
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KPI
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Objec`f : Gagner en notoriété
EVÈNEMENTS Kpi: Nbr de par`cipants 2 ar`cles de presse sur les soirées Luxy 2% d’augmenta`on de la fréquenta`on par an
SPONSORING Kpi: Nbr de par`cipants 10 paru`ons presse par an Au moins 8 sponsoring par an
PARTENARIATS KPI: Nbr d’ar`cle de presse 10 paru`ons presse par an 1/10 personne revient au moins 1 fois
IF: Taux de reconnaissance Taux d’arribu`on
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Thanks for your aren`on ! STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE