Textappeal | Jumeirah Hotel Brand Launch in China
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Jumeirah Hotel Brand Launch in China


Dubai Holding needed to develop a name and brand identity for a new hotel with strong Arabic heritage to be launched across mainland China.



This was a strategic brief worked on by Textappeal. From our pool of over 2,000 local experts, a project team of marketing specialists was formed with a deep understanding of traditional Chinese culture. The team then consulted on a series of branding routes, providing full cross-cultural reality checks. This proved hugely valuable as it saved the client time and cost by avoiding the development of creative routes that simply would not fit in the target cultural demographic.

Following the consultation phase, a final brand route was chosen and all material was developed for local research and testing prior to what was an incredibly successful opening of the various properties in China.