Boutique Hotel One of The First in Asia to Address All
Sensory Aspects of its Brand
Equal
Strategy, Asia’s leading creator of environmental branding concepts, announces a
collaboration with Singapore’s newest boutique business hotel, Naumi.
The latest project by Hind Development and situated in Seah
Street directly adjacent to the historic Raffles Hotel, Naumi (www.naumihotel.com)
is described by the
developer as “an oasis in the city centre and central to all guests personal and
business needs”. Guests are attended to by a personal “Naumi Aide” concierge
throughout their stay whilst guests enjoy the beautiful and sensory details of
Naumi’s surroundings, as expressed in the hotel’s lighting, furnishings and
facilities.
Equal Strategy will be providing Naumi with music (Location Media Management), fragrancing (Brandaroma) and telephone on hold messaging (Enhancer)
, all
specifically geared towards leveraging the Naumi brand in a creative, dynamic
and brand-conscious way.
Naumi’s
lobby bar concept, which provides almost a “chill out” concept unique to any
Singapore business hotel, will be provided with music playlists from Equal
Strategy which position the zone as not only a hotel reception but also a
happening place for guests and visitors to be.
The
selection of all-instrumental
chill out, down-tempo and laid back music selected for Naumi will be
further augmented by a pervasive ginger and lime fragrance, specially chosen for
Naumi by Equal Strategy’s consultants, which will work at semi-sub conscious
levels to put guests into a relaxed yet refreshed and at home state of mind.
Simultaneously,
Equal Strategy’s on hold messaging solution for Naumi will provide callers with
an informative and brand-centric experience of the boutique hotel while they
await their calls to be answered or put through to the rooms.
Said
Equal Strategy’s CEO and chief consultant Simon A. Faure-Field, “Naumi is one of
the first hotels in Asia to have taken a truly 360 degree look at how their
interior spaces can be branded to create a sensory experience which supports and
reinforces their unique brand proposition. The concept of Naumi is already very
leading edge and we’ve been happy to collaborate with them on an experiential
branding concept which takes that to even greater heights.
Explaining
the science behind Equal Strategy’s customer solutions, Simon Faure-Field says,
“Businesses are no longer just selling products, they are selling experiences.
When you walk into a hotel like Naumi you don't just see reception and dining
areas and hotel staff in a very visual manner - you also hear and you smell
things. Music sets a specific tone and mood. And sense of smell is directly
connected to the brain’s centers for memory. A hotel lobby or bar which has a
memorably pleasant smell will be remembered and recalled far more than one which
is blank in this respect”.
Equal
Strategy started in 1998 offering companies telephone recorded services to help
them project a consistent brand image when interacting with customers. The
company’s services currently cover telephone on hold recordings, music and
messages broadcast within retail environments, and fragrances dispensed via
central air-conditioning systems.
Mr
Faure-Field, who is the only consultant in Asia Pacific specializing in
combining music with fragrance to synergise a consistent brand experience for
customers, can create for a client their very own signature fragrance through
his association with Brandaroma and leading global fragrance house Belmay.
Fragrances which can be customised for particular brands can also even have
odour-cancelling properties through the company’s proprietary technology
Odourfoyl.
Other
hospitality environments in Singapore and elsewhere in Asia and the Pacific Rim
use fully programmed music, fragrance and on hold phone messaging solutions by
Equal Strategy. However the Naumi Hotel
is one of the first hotel in Asia to actually combine the three.
Footnotes
¹ Ronald E.
Milliman, Using Background Music to Affect the Behaviour of Supermarket
Shoppers, Journal of Marketing, Summer 1982.
