Leo Burnett appointed to manage Domina Hotels & Resorts Brand Expansion

Domina Hotels & Resorts recently signed an agreement putting Leo Burnett in charge of its 'Brand and Image Development' to develop an international project for creating a brand structure for future Domina Hotels & Resorts hotel chain.

Starting in the second half of 2005 and continuing in coming years, Domina Hotels & Resorts will launch four new hotel brands worldwide, divided by guest and usage type. Launches will take place all over the world until the group's objective of over 250 openings is reached.

For the first time, every single hotel will be built placing the guests and their needs firmly at the center of the entire hotel system.

For example, the brand dedicated to business travel will be tailored to precisely fit the needs of business travelers. Guests will be connected in every room with a videoconferencing system, will receive news and newspapers from throughout the world, will be able to check and write email without connecting their laptops, and will have the option of unlimited calling to 43 countries, free of charge. All with never more than three clicks of the mouse. 

“We chose Leo Burnett”, said Dr. Francesco Borrello, CEO of Domina Hotels & Resorts, “because we wanted an established partner of recognized prestige that has proven itself able to build a complex brand structure, plan a multibrand approach and serve as a strategic and creative partner while able to bring our solutions in synch with the end customer.”

Borrello continued, “We are proud to say that we have created a partnership of great importance for the hotel market. We are a company gaining ever-more recognition as a major player on the international market, and we have found a new partner for our ambitious project that is part of a large network, well equipped to manage the growth of global brands.”

Nicola Novellone, C.O.O. of Leo Burnett, said, “We have been very excited about this project since the first meeting, as it can make the most of both our strategic expertise and the creative talent of our communication design department. We are delighted by their choice as it confirms Leo Burnett’s skill at managing a brand on the global level and at each point of contact with guests. Working on brand experience is always an exciting challenge for a brand like Leo Burnett which has always positioned itself as a brand serving brands”.

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