Contents1. Target group2. About the location3. Bench marking 4. Direction5. Identity6. The elements of experience7. Marketing Measures8. Branding9. Advertising

Target Group1. Creative and Business Individuals of the future (10 years later) 2. Middle Aged(30s- ‐50s) 3. Affluent,Established in Career4. People who enjoys people and enjoys themselves 5. People who seek “new” forms of luxury 6. Diverse and individualistic lifestyles

CreativeClass

1. A new phenomena of socioeconomic class differentiaion that economist and social scientist Richard Florida identifies 2. The creative class includes people in science, engineering, architecture and design, education, arts, music and entertainment, whose economic function is to create new ideas, new technology and /or new creatuve content 3. Florida concludes that the creative class will be the leading force of in the economy and is expected to grow by over 10 million jobs in the next decade

Tianjin

1. An expanding city in northwest China, a city that is often refered to as the new city

2. One of the major economic areas in northern China - TEDA ( Tianjin economic /technological area) is the center of the business hub of the city

3. Has the same importance as shanghai’s Budong and Shenzhen businessdistricts

4. 60 enterprises and multinationals of fortune 500 companies have set up129 statlities in the city- where there big names from the west like Nestle, Schneider and Coca cola- As well as major asian companies like Samsung and Toyota

5. Tianjin is host to a myriad of trade shows that support the growth of the technological industries.- attracting business elites and creatives in the science and technological industries. A vital faction of the e l e m e n t s customer base

6. Tianjin also host new creative agencies and the business that are imports to the chinese shore as support to the new industries.

BENCH MARKINGEight 5-stars Hotels.Awesome Business Center Services. Spa & Fitness Centers other leisure services.Fully equipped rooms.

Catering to individuals, we create a green atmostphere of creativity through unique spaces integrating the environment and people.

e l e m e n t s philosophy.

e l e m e n t swhat is in a name?

- Buiding Blocks- Essence - The fundermental substance that make matter

厡Essence of character:1. Early, Unique, Original, Former, Primary, Raw, Level, Cause, Source, Truth, Forgiveness, Initial, Examine, RemittanceStory/Origin/background of character:- Spring water emerging from the cliff (will be explained in break-down, see below)- The source of a river/ Fountainhead- Traditionally, water is the source of all life and creation which gives rise to the essence of the meaning of the character.

厡

Essence of character – Early, unique, original, former, primary, raw, level, cause, source,truth,forgiveness, initial, examine, remicance • Springwater emerging from the cliff • The sourc of a river/Fountainhead • Traditionally, water is the source of all life and creation which gives rise to the essence of the meaning of the character • Originates from Character 厡 (厂+泉) • A 泉 (Spring) bursting from a cliff- side 厂:origin. • Can be broken down into 3 radicals: – 厂 (chang) (Cliff- ‐side, Shelter) – 白(bai) (White, Foam of a waterfall)– 水(Shui) (Water)

厡About the DesignLogo design centers around chinese characterfor the name ELEMENTS - international- eastern- exotic

Embodies, calm, clean, zen, modern, and “green” qualities stable, centered composition clean lines horizontal emphasis single color negative space

Live. Create . Contemplate.The elements to an experience.

LIVEthe Wholesome Experience• F n B• Wellness• F.O.R.

Create the Personalized Experience• Services• Technology• VIP

Contemplateour Unique Spaces• Rooms• Business Spaces• Creative Spaces• Social Spaces

Company core values:• high service quality • innovatory • credibility • attention to detail • sustainability• understading of guests’ needs

PROMOTION MIX• Advertisement • PR Activities • Charity Events

• Social Media Marketing

Media Mix for advertisement • Local Radio • Internet • Outdoor Media and Guerilla Marketing • Press - international business or lifestyle titles e.g.Vogue

Charity Eventannualy, about 300 - 400 participants,celebrities as speakers (1-2) strategic objective:to create a society* under thebanner of Elements CSR: to support young “artists” (not only in China)

Agenda: Forums (on art,advertisement...), discussion with speaker, networking, art pro-gramme ( art movies or theatre plays) -discovering new talents), networkingcatering and the venue by Elements*This society would group - artists and business people who share with each other personal experience, ideas and lifestyle.This communication will be supported by: -activities via Facebook and Twitter -events -stays at Elements-online services (e.g. Forum)

Staying in touch with many people will let us build relantionship (CRM) and give feedback on what they need and expect.

e l e m e n t s The name. The look. The brand.

Colour Palletmutedneutral earth tonespunctuated by a warm red-hued contrastRed symbolizing good fortune and joyFireReferences to the elements earth, water, and air

elements Color Pallet

YUAN Restaurant

iota Lounge

Spa Ping

T ian Xinn iHead of Hotel Operations

t ianxinni@elementstianjin.com 02223026000

Ewa BerusCustomer Service Manager

ewaberus@elementstianjin.com 02223026000

T ian Xinn iHead of Hotel Operations

t ianxinni@elementstianjin.com 02223026000

Ewa BerusCustomer Service Manager

ewaberus@elementstianjin.com 02223026000

Business CardsSophisticated and professional

“its all in the name”

OUR GUEST.OUR BEST.The elements touch

www. elementstianjin.comsimple. to the point. chic.

ADs If a picture can tell you a thousand words. Ours tell you all you need to know.

Viral ADs

A focus on a lifestyle- social media - important lifetyle websites like GQSTYLE.comAdvocate.comThe Hip new kid in town. who works hard, and plays harder.

Simple funnySophisticatedapproachableand eyecatching

Photo based Advertorials, where the photos are from renowned photographers such as mario testino.

Print Advertorials

ADvocacyGreen revolution never look so good.

- provocative- funny - instigative

it’sokay

to getwet.

Our grey water technologyensures no water is wasted

THEY SAY BREATH.WE SAY BREATH

EASY.

Our multilevel filtration systemmakes it happen.

weplay

itfair

Our Fairtrade policy, ensures we give back.Playing our part globally.

ADfuture

Future AD project include heavy investment into the online and in-terative arena where guest and au-dience will have an interative panal to personalise their room space and experience.

Domestic AD campaign in Vogue China, using the upcoming design-ers and the chinese artist works as the basis of promotion.

Welcome to A lifestyle.Welcome to e l e m e n t s.