Rebranding creates ‘Jumeirah’

Jumeirah International is changing its corporate identity and that of its chain of luxury hotels as part of a US$8 million rebranding and international advertising campaign.

A new logo has been created and the company will now simply be known as Jumeirah.

Jumeriah will now precede the name of all its hotels, both in the UAE and London, with the exception of the Burj Al Arab.

“The brand launch is the first step in a journey that will see us rebrand our hotels over the coming few months,” said Bill Walshe, chief sales and marketing officer at Jumeirah.

“To promote our new brand, we will then launch a multi-million dirham international advertising campaign in the fourth quarter of this year.”

The new logo was designed by Dubai-based Gregg Sedgwick and will be rolled out across the company’s hotels from next week. Existing hotel logos will be replaced by the new Jumeirah monika.

“We wanted to have an identity that would have international potential and represent us as a leading luxury hotel brand,” said Walshe.

Executives at Jumeirah hope the rebranding will be completed by the end of the year, when an international advertising push will be launched. Walshe said the campaign would focus on the key markets of the UK, Germany, GCC, Russia and the US. The tagline of “Stay different” will be used in all advertisements.

The company intends to pitch-out the advertising work both in Dubai and internationally. Seven companies will be selected, five invited to pitch with two or three agencies shortlisted, Walshe said.

A budget of US$3 million will be spent on the campaign in 2005, with more money set aside to continue the promotion next year.

“The rebranding of the company is a reflection of our commitment to become the world’s leading luxury hospitality operator,” said Gerald Lawless, CEO at Jumeirah.

“Since becoming part of Dubai Holding, Jumeirah is enjoying strong synergistic relationships with other member entities which will help to achieve the expansion strategy of the group.

“We have accelerated our growth plans both in the region and internationally and today’s launch of ‘Jumeirah’ as our hotel and resort brand will enable us to enhance our profile around the world,” he added.