费尔蒙酒店[Fairmont] 品牌有效沟通手册（英）P14.docxVIP

Communicating our brand through effective language lexicon and messaging—version 1 Contents - 1.1 INTRODUCTION 4.1 KEY MESSAGES THAT COMMUNICATE OUR BRAND Communicating our brand through effective language 2.1 THE FAIRMONT LEXICON Words and phrases that communicate our brand Fairmont is Fairmont is integrated with its communities; it offers great places to live, work and play. Fairmont is the place for special occasions. Fairmont represents a classic timelessness. Fairmont embodies a sense of place; it’s experiential. Fairmont is genuine and welcoming, understated yet engaging. 3.1 WORDS AND PHRASES Authentically local Unrivaled presence Engaging service 5.1 FOR MORE INFORMATION 1.1 Introduction Communicating our brand through effective language 1OUR BRAND 1 OUR BRAND POSITIONING AS THE BASIS OF VERBAL COMMUNICATION The exact wording of our brand mission and brand dimensions was developed for our internal use, to provide consistent guidance for all aspects of our brand. They were intended for an audience that is given ongoing guidance in their application. They were not developed to be used verbatim in public communication. When communicating with the public, our challenge is to help guests and other audiences truly understand who we are, by presenting our brand mission and dimensions in a way that: ? is natural and unforced ? brings our brand to life in a way that is meaningful and resonant with our guests The Fairmont brand is about creating an emotional connection between us and our guests. Our goal is to create an expectation of our company through our brand and then to exceed that expectation. OUR BRAND POSITIONING Fairmont has refined its brand positioning over the past few years, which provides clarity around our brand promise to provide our guests with: Experiences that are authentically local, in hotels and resorts of unrivaled presence with service that is engaging. In other words, wherever the Fairmont flag flies, guests can expect to experience a hotel