THG’s Partnership with Jumeirah
We partnered with Jumeirah’s creative agency to elevate their luxury brand on a global scale by redefining the digital customer journey. Our role was to ensure the brand’s opulent new voice, tone, and positioning were maintained perfectly across ten different languages and 30 individual hotels worldwide.
The Challenge
Jumeirah’s goal was a complete digitalisation of the customer experience, from its world-famous Burj Al Arab hotel to its properties across the globe. This required a localisation partner who could handle high-end creative content (transcreation) and seamlessly integrate with their technical ecosystem to ensure brand consistency everywhere.
The Solution
Our project involved a deep, multi-faceted approach to localisation and workflow integration.
- Expert Transcreation: We provided transcreation services into ten languages: Arabic, English, German, Spanish, Italian, French, Russian, Simplified Chinese, Hebrew, and Indonesian.
- Comprehensive Asset Localisation: We localised a wide array of content for 30 hotels, including marketing assets, seasonal offers, food and beverage menus, website content, and social media posts.
- Seamless CMS Integration: We implemented a fully integrated workflow with their CMS, allowing for the automated export and re-import of all web content, which streamlined the entire process.
Key Outcomes & Results
We helped Jumeirah ensure they held a consistent position and voice worldwide.
- Elevated Brand Voice: The new brand positioning was successfully and consistently rolled out across all target regions, maintaining a uniform tone of luxury and opulence.
- Digital Transformation: We played a key role in helping Jumeirah redefine its customer journey for the digital age, creating a seamless experience for global travellers.
- Operational Efficiency: The fully integrated CMS workflow automated content transfer, saving time and reducing the risk of manual errors for their web teams.