visual brand presentation: relevance for a license in
TRANSCRIPT
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… CROWN PRINCES AND ROYALTIES
… JET SET
… MOVIES STARS
… HISTORICAL FACTS AND ANECDOTES
JET SET, STARS AND ‘PEOPLE’ : BRAND ATTRIBUTES…
5
MOST FAMOUS ACTORS APPEAR ON THE ORIENT-EXPRESS… B
rigitt
e B
ardo
t
Mar
lene
Die
tric
h
Loui
s de
Fun
ès
Mur
der o
n th
e O
rient
-Exp
ress
6
M D
ietr
ich
and
Jean
Mar
ais
Ingr
id B
ergm
an
Nag
elm
acke
rs, f
ound
er o
f Cie
Wag
ons-
Lits
in 1
876
OR ABOARD OTHER FAMOUS WL TRAINS…
9
TWO TOP LUXURY TRAINS STILL OPERATING: VENICE SIMPLON ORIENT-EXPRESS
(*)Pullman Orient-Express ‘Comité Colbert’ since Oct 2004 and Venice Simplon Orient-Express (Orient-Express Hotels)
10 (*)Pullman Orient-Express ‘Comité Colbert’ since Oct 2004 and Venice Simplon Orient-Express (Orient-Express Hotels)
TWO TOP LUXURY TRAINS STILL OPERATING: PULLMAN ORIENT-EXPRESS
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PUBLIC EVENTS AND CULTURAL EXHIBITIONS…
BILBAO 1991 BEAUBOURG 1996 BRUXELLES 1998 NUREMBERG 1999 BRITISH MUSEUM 2002 PARIS (CHAMPS ELYSEES) 2003 …ETC…
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-TRAVEL ACCESSORIES
-FINE FOOD, ALCOHOL
-COFFEE, TEA, CHOCOLATE…
-WRITING INSTRUMENTS
-INTERIOR DECORATION
-TEXTILE, FASHION
-GAMES AND MULTIMEDIA
MYTHICAL TRAINS OF Cie DES WAGONS-LITS
LEGENDARY TRAINS WITH A STRONG EVOCATIVE POWER …
15
BRAND CONCEPT E ASILY ASSOCIATED WITH PREMIUM PRODUCTS
RELEVANT BRAND ATTRIBUTES 1. INTERNATIONAL RECOGNITION 2. EVERGREEN AND REASSURING BRAND PRESENT SINCE 1883 CONSTANT IN QUALITY
3. ASSOCIATED TO LUXURY, ROMANCE, TRAVEL GLAMOUR AND GOOD TASTE…
4. SUBLIMINAL ASSOCIATIONS: EXPRESS = EXPRESSO ORIENT = MYSTERY, FLAVOUR
5. OTHER ATTRIBUTES…
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OFTEN SOLLICITED BY MAJOR FMCG AND LUXURY GROUPS:
SOME RECENT OPERATIONS: 1997 . KRAFT WITH CARTE NOIRE ‘WIN 1 000 DINNERS ON THE ORIENT-EXPRESS’
2001 . DIOR FOR ‘DIORIENT EXPRESS’ 2003 . NESTLE WITH ‘NOIR INTENSE’ CHOCOLATE 2006 . CIE WAGONS-LITS ON THE CHAMPS ELYSEESWITH LALIQUE
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… BRAND & LOGOS REGISTRATIONS
… BRAND SUPPORT
… INHERITED FROM A PRESTIGIOUS INTERNATIONAL GROUP
- photos, posters, archive
-operating luxury trains and hotels
-exhibitions, books, TV programs…
A WELL PROTECTED BRAND WORLDWIDE …