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De Vere reveals new identity

23 February 2006

De Vere Group, the luxury hotel and leisure chain, has unveiled a new brand identity devised by Corporate Edge.

The rebrand is being rolled out throughout the year. De Vere Hotels & Resorts currently comprises 19 properties including The De Vere Belfry and The Cavendish in Mayfair, London and aims at the conference and higher-end short break market.

John Rogers, sales and marketing director, said that the new identity would help bolster the message that De Vere was not a "cookie cutter" chain but neither were its properties so disparate customers would be unsure what kind of experience was on offer.

He said: "The old identity was a little corporate in feel. The new one demonstrates flair and our commitment to delivering special experiences."

"We want people to understand that we are absolutely first choice for conference and leisure breaks," he added.

Village Hotels & Leisure Clubs, which operates in the mid-market, is attempting to overhaul its "country club" image and project a more "informal and friendly atmosphere".

Brand manager of the 15 strong chain Jo Scott said: "With a leisure club, pub, restaurant, meetings and conference facilities all under one roof there's always something going on and our previous brand identity didn't capture that at all."

The next Village Hotel opens in Hull on 27 February.

Corporate Edge has wide experience of hotel branding and worked on budget brand Travelodge's new identity, unveiled in March last year.

By Branwell Johnson

This article originally appeared on mad.co.uk, the website which delivers business insight to professionals in marketing, media, new media, advertising and design.To subscribe to mad.co.uk and receive full access to their database of articles on these industries, click here.

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