Defining the Marketing Proposition
Inherit the Legacy of Halong Bay for Future Generations
Based on insights obtained from research and engagement with the client and the architectural designers, we defined the marketing proposition of the InterContinental® Residences Halong Bay with five key pillars: Product rarity & exclusivity, The timeless location, A World-class experience, Culturally-inspired design, The developers’ and operators distinctive reputations.
A Crafted Tagline
Celebrating the local myths around Halong Bay and the key marketing proposition of ‘Inheriting the legacy of Halong Bay for future generations’, a brand tagline “The Land of Legends” was crafted to tell a layered story:
• Halong Bay – A legendary land and a fabled destination.
• InterContinental® Residences Halong Bay – An iconic development
• Investors – Legends who mark their own status by investing in this masterpiece.
Transcreated into Vietnamese as ‘Nơi ghi dấu huyền thoại’, with a warm, humble but powerful tone of voice, it emphasises the idea of a place of legends, not just the Halong Bay destination but also the development itself.
Visual Language
A visual language was then created to highlight the unique selling points of the development including its prestigious location, the luxury design and exclusive status while respecting the Intercontinental brand.
Integrating the visual language across different communication touchpoints ensured a seamless online and offline brand experience.
A Premium Print Solution
Inspired by the beauty and mystique of Halong Bay and highlighting the unique selling points of the destination and the development, a premium brochure concept showcased each product in detail and the benefits to investors.
The design of the brochure cover and brochure box, both layered with subtle limestone textures, evokes the signature elements of Halong Bay. The meticulous finishing also elevates the sense of luxury & prestige.
We worked closely with the Sedgwick Richardson team on the strategic branding and communication of the InterContinental® Residences Halong Bay. We are very impressed with their strategic thinking and their creative solution for this prestigious development. Halong Bay is famous for its legendary limestone formations and the team have reflected this enduring legacy in a way that will appeal to affluent buyers.
