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Equal Strategy Creates 360 Degree Brand Experience For Naumi Hotel

September 2007

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Boutique Hotel One of The First in Asia to Address All Sensory Aspects of its Brand

Equal Strategy, Asia’s leading creator of environmental branding concepts, announces a collaboration with Singapore’s newest boutique business hotel, Naumi.

The latest project by Hind Development and situated in Seah Street directly adjacent to the historic Raffles Hotel, Naumi (www.naumihotel.com) is described by the developer as “an oasis in the city centre and central to all guests personal and business needs”. Guests are attended to by a personal “Naumi Aide” concierge throughout their stay whilst guests enjoy the beautiful and sensory details of Naumi’s surroundings, as expressed in the hotel’s lighting, furnishings and facilities.

Equal Strategy will be providing Naumi with music (Location Media Management), fragrancing (Brandaroma) and telephone on hold messaging (Enhancer) , all specifically geared towards leveraging the Naumi brand in a creative, dynamic and brand-conscious way.

Naumi’s lobby bar concept, which provides almost a “chill out” concept unique to any Singapore business hotel, will be provided with music playlists from Equal Strategy which position the zone as not only a hotel reception but also a happening place for guests and visitors to be.

The selection of all-instrumental chill out, down-tempo and laid back music selected for Naumi will be further augmented by a pervasive ginger and lime fragrance, specially chosen for Naumi by Equal Strategy’s consultants, which will work at semi-sub conscious levels to put guests into a relaxed yet refreshed and at home state of mind.

Simultaneously, Equal Strategy’s on hold messaging solution for Naumi will provide callers with an informative and brand-centric experience of the boutique hotel while they await their calls to be answered or put through to the rooms.

Said Equal Strategy’s CEO and chief consultant Simon A. Faure-Field, “Naumi is one of the first hotels in Asia to have taken a truly 360 degree look at how their interior spaces can be branded to create a sensory experience which supports and reinforces their unique brand proposition. The concept of Naumi is already very leading edge and we’ve been happy to collaborate with them on an experiential branding concept which takes that to even greater heights.”

Explaining the science behind Equal Strategy’s customer solutions, Simon Faure-Field says, “Businesses are no longer just selling products, they are selling experiences. When you walk into a hotel like Naumi you don’t just see reception and dining areas and hotel staff in a very visual manner – you also hear and you smell things. Music sets a specific tone and mood. And sense of smell is directly connected to the brain’s centers for memory. A hotel lobby or bar which has a memorably pleasant smell will be remembered and recalled far more than one which is blank in this respect”.

Equal Strategy started in 1998 offering companies telephone recorded services to help them project a consistent brand image when interacting with customers. The company’s services currently cover telephone on hold recordings, music and messages broadcast within retail environments, and fragrances dispensed via central air-conditioning systems.

Mr Faure-Field, who is the only consultant in Asia Pacific specializing in combining music with fragrance to synergise a consistent brand experience for customers, can create for a client their very own signature fragrance through his association with Brandaroma and leading global fragrance house Belmay. Fragrances which can be customised for particular brands can also even have odour-cancelling properties through the company’s proprietary technology Odourfoyl.

Other hospitality environments in Singapore and elsewhere in Asia and the Pacific Rim use fully programmed music, fragrance and on hold phone messaging solutions by Equal Strategy. However the Naumi Hotel is one of the first hotel in Asia to actually combine the three.

About Equal Strategy

Equal Strategy delivers “music”, “fragrance” and “recorded telephone messages on hold” to businesses in a scientific way that enhances the overall customer experience of the brand and causes the customer to stay longer and buy more! Equal Strategy is the only company in Asia that specialises in deploying “music” and “fragrance” solutions to business where the two senses are stimulated in synergy with each other. Sound and smell deliver stimuli directly to the memory centres of the brain, influencing behaviour and creating suggestion at both the conscious and unconscious levels. Decades of behavioural research into the habits of consumers has found that “consumer arousal” can be either stimulated or suppressed through the use of mood settings like music and fragrance.

For more information:

www.equalstrategy.com

Media Relations

Simon Faure-Field, Tel: +65 6338 6223

Email: pr@equalstrategy.com

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