Mobas creates brand positioning for Novotel Weddings

Cambridge-based integrated consultancy Mobas has created new brand positioning for Novotel Weddings, introducing the strapline ’Together, we’ll plan your ideal wedding’.

The consultancy was first appointed by Novotel brand owner Accor to work on the Novotel brand in 2006. Mobas now works across all Accor’s brands – including
For this latest project Mobas was appointed to reposition the Novotel hotel chain’s wedding offer.

A spokeswoman for the consultancy says, ’Novotel needed a wedding proposition that fits into the spirit of the brand – modern, contemporary and designed. The previous creative was rather clichéd.’

The consultancy developed a creative approach to be used at brand level, which includes the ’Together…’ strapline and photography with red highlights.

The consultancy says the strapline ’ties in with the intimacy of the togetherness of the couple, but also the approach of Novotel in creating a perfect and modern take on weddings’. Mobas says the campaign can also be adapted by individual Novotel hotels for local marketing campaigns to provide consistency.

The consultancy says the new positioning will be used across brand advertising, hotel advertising, point-of-sale material and digital communications between the hotel and guest.

The new positioning rolls out this week.