How Le Méridien developed a consistent brand image
Sonia Paul
Travel means photos – and photos, in the digital age, inevitably mean sharing on social media.
So when luxury hotel brand Le Méridien – a unit of Starwood Hotels & Resorts – decided to undertake a major rebranding program, it found a natural marketing venue in Instagram, the image-sharing platform owned by Facebook.
The problem? Providing a consistent picture of the brand, which was acquired by Starwood in 2005, and possessed 125 hotels that – when considered as a whole – offered an unusually wide variety of experiences.
"To be...