Skip to main content

Project Brief

Business name:  Premier Inn

Describe your business: 
Premier Inn is a hotel chain, founded in 1987 from the organization of Whitbread. The British run company is a chain, holding around 750 hotels across the UK and offering more than 65,000 rooms.
What makes your business unique?
My business idea will bring a whole new visual experience for customers, including a website and mobile application.
Existing brand guidelines in place?  
No.
Please Describe your brand expectations in detail:
After researching into the hotel and from past experience of staying at the Premier Inn. The hotel doesn’t actually provide guests with a lot of information regarding stuff to do in the hotel, with breakfast times, etc.
Any colors that you like/dislike?  
Premier Inn is known for its colouring of purple, I like that Premier Inn already have their branded colour and would like to stick with that when producing the augmented reality.

__________________________________________________________________________________________
Scope of project:
Please describe what you want to change:
The main focus of this project is to create an experience within its self for the guest at Premier Inn hotel. My group and I want to create an augmented reality hotel application using wikitude studio, by using this software we will be able to create a tab of QR codes in order for guests to scan and see their way around the hotel and find out more information or the information they may need whilst they stay at the hotel.
Please describe what you want to keep:
Premier Inn has a very modern, UK branded way of their advertising, which I really enjoy. They use Lenny Henry a British comedian in majority of their adverts which adds a very British vibe. I Would keep this whole British feel when creating the application and also like to keep the colour purple for association with the brand as when you think premier inn you associate it with purple.
What problem is it solving?
The application will solve the problem of guests who don’t feel like they have fulfilled their stay with regards to being told everything. It gives them the freedom to find it out themselves and in a fun way too, creating an enjoyable stay for all ages.
What problems might it create?
It could cause such problems with guests feeling a bit abandoned in the sense that they feel like they cannot ask the staff as the information is all provide on the device. It could be a problem with people who don’t want to use a technical form of information as they may not know how to use it.

Who is your audience?                        Families, couples, children, business people.
Who is your competition?                 Different hotel chains including Travelodge, Holiday Inn
What’s the tone/feeling?                   
How will you measure success?
In order to measure the success, firstly my group and I would have to have created it so that it is a simple, easy way of getting hotel information so by testing it in the hotels would give us a good amount of feedback from real life customers.
List all due dates for project:
Researching and planning: 2th February
Sketch drawing/final design: 16th February
Content building foe application: 23rd February
Working on app: 23rd Feb- 27th April
Final project: 27th April

Budget
n/a (so far)
__________________________________________________________________________________________

Further Information                      
Examples of Brands You Like and Why    
Brands that I enjoy with interactive features, are those like Dominos pizza, in which you can order your food on the app and then have updates of the process of your food such as when its cooking, if it’s almost done, when it’s on its way and so on.
I also am a major fan of Skinny Dip, a fashion brand targeted at young women. I just really like their whole urban, trendy concept. Their website has other features other than just buying the products, it also involves a sort of teenage blog with very cosmopolitan inspired posts.
Examples of Brands You Dislike and Why:
I dislike brands such as fast food chain, Burger King as they advertise nonstop amazing deals, then when you arrive at one their chains, none of these deals actually exist. This makes it annoying for customers as they have come to the chain for these deals and then get disappointed.
Company profile.
1.   Who are we?
Premier Inn
2.  What do we do?
Premier Inn’s main aim which is highly promoted through their advertising is ensuring a good night’s sleep. However, some Premier Inn’s such as central London ones help guest getting around London and recommending places to visit
3.   Where do we do it?

United Kingdom
4.    How are we seen in the market place?
  • 618 Premier Inns were awarded the certificate of excellence
  • Premier Inn has been rewarded for the great value they offer in both leisure and business travellers.
  • Premier Inn has recently opened a brand-new hotel in Dubai which is the first hotel outside of the UK.
5.    Where do we want to go?
1.    Making sure that guests who stayed with them come back again
  1. Attracting new clients
  2. Selling more to existing clients such as breakfast, dinner
  3. Improving efficiency such as things which they provide for quests
6.    What is the perceived personality of the company?
  • They try make guests feel like at home
  • Friendly and approachable especially to children by giving out sweets or providing ‘Treasure Hunt’ games
7.    Who are your competitors?
__________________________________________________________________________________________
__________________________________________________________________________________________
Project objectives
In this part of the brief, we will establish the aims and objectives of the project itself – what specifically are we trying to achieve?
8.    What do we want to achieve?
Refer back to question 5; “Where do we want to go?”  How does this project help that happen?
The main outcome for this, is to get the customer on side and make them want to come back to stay again based on their experience.
9.    Who is the target audience and what do we need to focus on?
  1. Families – (mainly children) focus on Colour, Sounds, Language
  2. Elderly – making sure the language is appropriate and easy to read. Simple and easy interaction.
  3. Business people: coming in and out of the hotel for meetings/events§

10.  What are our branding issues that relate to this project?
Existing leaflets from the hotel could be analyzed in detail and considered what could be changed and what shouldn’t
Inspiration Links
Trump hotels- if you look at the home page, you can see animation happening with the water which creates a professional and exciting theme to the hotel page which could be considered in the application. https://www.trumphotels.com/?_vsrefdom=&rt=google|cpc|THC11-Trump-Hotels-Int-The-Suite-Escape-PPCSHS-12157-00000|trump%20hotel&gclid=CjwKCAiA78XTBRBiEiwAGv7EKuMvzTjdmSM9U7e2ig4px96KlEdO__nEfMdqWQ6znV1JlF-ohNj46xoCbogQAvD_BwE


http://www.shangri-la.com/london/shangrila/

Comments

Post a Comment

Popular posts from this blog

Feedback with Veronika and Colour Palettes

Today I met up with Veronika and showed her the indesign document of the final leaflet, reflecting on the feedback given during this, I have decided to change the colour theme. We discussed how the dark purple colour isn’t breathable it makes the leaflet very constrophobic and less space. From this I have decided to change the overall colour to white, after taking inspiration from other hotel websites. I also began to explore with the colours, creating and collecting palettes from Adobe Color challenge what colours could go with others in order to make certain information stand out. I also looked into leaflets from the hotel and as you can see in the images below, colours such as orange, blues and yellow work very well when trying to create this.
Post a Comment
Read more