Relaunching an Historic Hotel: Launch Event Concepts and Design
Mount Nelson a Belmond Hotel, is one of Cape Town’s most iconic luxury hotels, known for its rich history, elegance, and outstanding service. As part of the prestigious Belmond Group, the Mount Nelson hotel sought to reposition itself as a contemporary classic, with a fresh focus on creativity, luxury and the vibrant culture of Cape Town. PURE Creative agency was asked to pitch creative concepts to the marketing team to support their relaunch event.
Campaign Strategy
Campaign Identity
Concept Development
Campaign Content
The Challenge
Mount Nelson approached Pure Creative with the task of creating a standout relaunch event concept that would:
Reposition the Hotel: Re-establish Mount Nelson as a premier destination for both local and international guests, amidst growing competition in Cape Town’s luxury hotel market.
Create Unparalleled Experiences: Develop unique, world-class experiences that would align with the global Belmond brand and attract media attention.
Celebrate Cape Town’s Culture: Incorporate the dynamic creativity, art, and culinary excellence of Cape Town into the relaunch to ensure local relevance while appealing to an international audience
Brand Discovery and Strategy
Pure Creative, in collaboration with Scout PR and Expose Events, conceptualised an ambitious campaign entitled “Prettier in Pink,” drawing from Mount Nelson’s iconic pink façade and its deep-rooted place in Cape Town’s cultural landscape. The focus was on blending Mount Nelson’s historical elegance with Cape Town’s burgeoning creative energy, emphasizing its rebirth and repositioning the Mount Nelson as a contemporary yet cultural classic in Cape Town.
Agency Creative Concepts
PRETTY IN PINK Pink Takeover: A bold and vibrant city-wide campaign aimed at reclaiming Mount Nelson’s status as the “Pink Lady” of Cape Town. The hotel would take over the city’s most popular cultural spots with pink-themed activations, including pop-up art installations and culinary showcases. Painting Zebra crossings pink, designer cocktails to 50’s pink diners, illuminating entire buildings with pink light to giant sized paper roses.
A celebration of Cape Town’s creative visionaries—artists, designers, and chefs. Guests would experience immersive installations by renowned local and international artists, alongside culinary showcases led by Cape Towns finest chefs. These bespoke activations would further elevate Mount Nelson’s appeal as a cultural and culinary destination. Sadly, the “Pretty In Pink” event did not proceed, but we remain proud of the creative work and concepts developed to inspire many future activations.
* Hotel Images Courtesy of Mount Nelson Belmond. Images used in the pitch document were used to visually illustrate the various event concepts and have not been used for any other purposes.
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