Cliveden House and Chewton Glen Hotels

May 2015

In branding terms luxury hotels exist in a world of superlatives. Sumptuous adjectives, flowery descriptions and elegant photography are the order of the day. Of course, most of this is accepted and necessary communication but capturing the particular appeal of one hotel versus another can be more challenging.

Chewton Glen has consistently set the bar for other luxury hotels to follow. Set in 130 acres on the edge of the New Forest, Chewton Glen is listed as one of ‘The World’s Best Hotels’ by Conde Nast Traveller and is a member of Relaix & Chateau. The recent addition of their superb treehouses has been a remarkably innovative step and has stimulated a growth in family visits, helping to encourage a more varied guest profile than many other luxury hotels that tend to be dominated by romantic breaks and corporate events.

Up to the Light worked with the team at Chewton Glen Hotel to develop their existing brand positioning. Importantly, we looked at areas such as service style, ambience, and heritage – the essential spirit of the place, not just the obvious offer. The result is a brand positioning that can drive communications and ensure that the ‘brand’ is consistently placed at the centre of the business.

We then addressed the brand positioning for Chewton Glen’s sister hotel, Cliveden House in Berkshire. We developed a positioning that acknowledged its unique history, superb setting and near London location, but also the special atmosphere of a house and former home to the Astor family. Forget the predictable conformity of luxury hotel branding. This is a place rich with delightful eccentricity, unexpected but magical personal touches and a history that is both famous and infamous. The new brand positioning will be seen first in a soon to be launched new website.

For both Chewton Glen and Cliveden House we developed Communications Criteria. These formed a vital bridge between our written strategic work and the creative manifestation and effectively answered the question, ‘If this is our brand positioning, what are the implications for creative communications?’ It acts as a steer for all creative work.

‘Up to the Light has an ability to ask the right questions, listen effectively and then beautifully crystallise brand difference. The speed and quality of their understanding was remarkable and we’re delighted with the result.’

Leigh Jenkins, Sales & Marketing Director