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Fuerte Hoteles changes their image
Marbella (Málaga), 21st of January 2009
Fuerte Hoteles changes their image to bring it in line with their slogan: 'Caring for people and the environment'
For the first time, the hotel chain will have a stand at Fitur, the International Tourism Fair.
Fuerte Hoteles presents their new marketing image, which has been designed to accompany their slogan "Caring for people and the environment". The new image is simple, elegant, up-to-date and modern and, according to the director of the chain José Luque, "it sums up what we are: a strong company, whose concern for caring for people and the environment is the motivation behind our existence and our growth".
This new image, which was designed by the marketing agency A&N Publicidad, has been created as a result of the chain's need to continue to commit to sustainable development and define themselves as being Responsible Hotels. In other words, they aim to run hotels that are concerned with achieving a high level of satisfaction amongst their clients whilst causing as little impact as possible on the environment. They also strive to promote local cultures and their economies, they continually concern themselves with the conservation of natural resources and the development of ideas and projects to boost their Corporate Social Responsibility.
The Andalusian hotel chain has developed a series of attributes that give value to the brand and promote and strengthen it. The identity of the new brand is based on caring for people, the vocation of excellence in the hotel business, keeping their facilities in an excellent state, exceptional positioning in terms of destination and location, innovation in every area and Corporate Social Responsibility in the tourism sector.
As part of their Corporate Social Responsibility, Fuerte Hoteles is especially concerned with getting back to their authentic roots, reducing pollution by putting measures in place that are designed to decrease environmental impact, and being transparent when it comes to informing clients about environmental and social aspects. Furthermore, they also encourage activities such as fair trade or voluntary donations to recuperation projects, which allow clients to contribute towards reducing pollution and solving problems all over the World; they have set up completely sustainable activities such as the production of organic products; their facilities have a bioclimatic design, the architecture is integrated into its environment and low environmental impact construction materials are used.
For José Luque, "it was necessary to change the brand's image because the company is still the same company, but it has evolved. We believe that change is not only necessary, but obligatory if we want to achieve these objectives and continue to offer an image that both current and future clients can identify with".
La tipografía de la marca
Fuerte Hoteles' new corporate image puts the chain into a position that is visually more competitive when compared to all the other hotel logos.
According to Nacho Garcñia Magallanes, director of A&N Publicidad, "the evolution of the brand has kept the principal values that were already present in the original image. We have kept the tower as the symbol of strength that the chain has always been identified with since El Fuerte was created. When it came to colours, we chose more up-to-date and friendly tones that project life and positive attitudes as part of the elegance. We have also morphed the old silhouette of a wave to convert it into a shape that is similar to that of a leaf. We have definitely tried to create a more sensitive, human and environmental image that is in line with the personality of the hotels".
Moreover, for the first time Fuerte Hoteles will have their own stand at the International Tourism Fair, Fitur 2009, which will be held between the 28th of January and the 1st of February 2009. The Andalusian chain will use its 106 square metre stand in hall 14 to promote their new line of business, the operation and management of hotels. In José Luque's words, "Fuerte Hoteles would like to share with other companies the significant investment that they have made in human resources and technology at their Marbella headquarters. The new infrastructure and services allow our company to provide great value to hotel owners and investors who may not have knowledge and experience in the management and, above all, the marketing of hotels".
Fuerte Hoteles, the leading Andalusian company in the hotel sector, has been recognized for their Management Excellence, their constant concern for quality tourism, their preservation of the environment and the training that they give to their human resources. They currently own 6 hotels in Andalucia (Marbella, Conil, Grazalema and El Rompido).