Hallmark Hotels Brand Strategy

In 2014, longstanding client Hallmark Hotels was sold and merged with Menzies and Feathers groups, creating a collection of hotels that varied wildly in style, quality and audience.

Cunning Plan was tasked with creating and delivering a full brand strategy that galvanised the three individual identities and 26 locations across the UK.

Brand Strategy & Design. Integrated Comms. Lego Serious Play Workshops. Internal Engagement.

During the research and strategy phase, we surveyed over 5,000 guests and people who had never stayed at any of the venues to find out what it means for people to stay at hotels and uncovered some valuable emotive insights.

Our Lego Serious Play workshop, brought together key stakeholders, from the new owners, Marketing Directors, and Hotel Managers as well as team members such as sales and reception staff.

The workshops and research resulted in set of values, created to give the new Hallmark group a sense of purpose. Operating principles were penned, along with tone of voice and the underlying character of the brand.

The final piece of the branding puzzle was the silver thread that galvanises the entire group together, making guests feel appreciated and individual – from the unerring attention to detail to the comfortable beds.

Welcome Home, the resulting proposition and refreshed guidelines has been rolled out with 100% adoption across the Hallmark Collection.


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We’ve worked with Cunning Plan for over 10 years and the team has consistently created exciting, creative campaigns that delivered results. I value the team greatly, they always go above and beyond whether delivering improved web traffic, engaging social media campaigns or creative designs. We look forward to working together for years to come.

Rachael Leister, Group Brand Manager | Hallmark Hotels