Brief
Following Regent’s acquisition by Formosa International Hotels Corporation (FIHC), Taiwan’s largest hospitality company, the new owners wanted this iconic luxury hotel brand to be repositioned on the world stage, starting with a transformed global digital brand presence.
Following a worldwide review of brand and digital consultancies, Nucleus was selected to define a new digital strategy and then design and develop a new digital brand experience which would return Regent to its former position of innovative trendsetter in the luxury hospitality business.
Solution
With the growing importance of mobile website browsing in mind, Nucleus recommended a ‘less is more’ approach to the user experience. This makes it more feasible to use one website design, with minimal enhancements, for pcs and mobile devices. Achieving simplicity is never easy, but by creating an elegantly minimalist graphic aesthetic and carefully selecting every image, so that each which would create the right mood for individual hotels, the design team was able to convey the ethos of the refreshed Regent brand experience. This approach allows the supersize background images to set the scene and mood; all specifically selected to illustrate Regent’s brand characteristics of bespoke craftsmanship, attention to detail, and a unique sense of place.
Nucleus then re-wrote the entire website copy to support this simple and elegant approach and integrated the website with a customised implementation of SynXis Guest Connect booking engine, accessed via a ‘reveal’ widget, which is also used for discreetly presented promotions and special offers.
Results
The website launched on November 21st 2011 and results will become apparent over the coming months. iPhone enhancements and multiple language translations will follow shortly.
See our press release.