Ovolo CMO details its brand evolution

The hotel business’ latest campaign aims to showcase the unique, stylish hotel experience and bring the brand expression into alignment with the hotel experience

Hotel group, Ovolo, has set out to create a brand evolution which celebrates the unique character of each hotel, along with its eclectic portfolio of restaurants and bars.

The central idea is to package the sentiment in onto one all-encompassing brand positioning known as ‘Wonder. Full’ It’s aimed at capturing the moments of wonder in the hotel experience along with the inspired interiors and details to convey each hotel’s unique character and offering.

Ovolo Hotels group marketing director, Stephen Howard, told CMO the brand evolution came about because of the company's expansion. All hotels have been refurbished and several new ones added new ones, all of which required the group to express its brand vision in a different manner. He said the ambition is to showcase that Ovolo experience destinations are brimming with character, full of eye-catching art and vibrant atmosphere.

“We needed to get that creativity, that charisma of what Ovolo stands for, in its current state and express that in the market with all our branding, including all our touchpoints,” he said.

Howard said Wonder. Full. has come to life across a suite of key guest touchpoints, covering everything from hotel key cards to print advertisements, in-room ‘loot bags’, website, social media assets and beyond. 

“Wonder. Full. not only demonstrates the alignment with Ovolo’s hotel experience, but also our commitment to continually innovate and create an enhanced customer experience,” he said. “That hotel experience, across f&b, the design, architecture, arts, and human touchpoints, is quite experiential. And the old branding of ‘There's something happening here’ really didn't align with that.”

Ovolo wanted to look for a message capturing how the product has evolved the time to become a lot more quirky, different, designer and higher end. The work also takes its cues from Ovolo's well-travelled founder and CEO, Girish Jhunjhnuwala, who was propelled to take a particular personal approach to informing the brand’s identity and how it’s expressed. 

“Creating an experiential hotel stay along with the idea for all the guest inclusions, including free mini-bar, gym, self-laundry, social happy hour, were all things he yearned for himself as a traveller,” Howard explained.

The brand evolution also entailed introducing the By Ovolo Collective into the brand architecture, a reflection of the move from a branded house to a house of brands. It’s a brand signature which can be applied to “a number of different hotels across our portfolio, which will stand for something different or have a different experience or in a different location, but they are the epitome of what Ovolo stands for”, Howard said.

The notion of evolution is critical to the way the hotel group has approached the process of developing the brand while remaining in touch with its core personality, he added. 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in