CAFE ROYAL – VENUE SALES COLLATERAL DESIGN AND PRODUCTION

Category
BROCHURES AND DIRECT MAIL DESIGN
About This Project

The Café Royal in London’s Regent Street had 24 function rooms – many with listed interiors – and could accommodate 10-500 people. What was the best way to showcase all of them?

Brief:
To create a brochure to show all the rooms, floor plans and sales copy.

Target market & behaviour / insights:
Three markets were identified: conference or event organisers, people wanting a party and/or dining and those considering a wedding venue.

How do we want them to feel:
The Café Royal has everything I want and a great choice of rooms. It’s in the centre of London and will be a great draw for my guests.

The proposition:
The Café Royal has superb facilities, is steeped in history and can provide excellent food, service and atmosphere for my event.

The outcome:
Instead of a conventional brochure we suggested three separate folders for the three customer markets and produced individual sheets on each room. Each sheet had new photography, floor plans and seating configuration diagrams. This enabled the sales team to customise their correspondence and send out only relevant literature, therefore saving on print and postage costs.