2012 Winners & Shortlists

Brief Explanation

Time constraint was the probably the biggest challenge with only 6 weeks lead-time from receipt advance payment to deliver of final product. Also dealing with so many models & props was a challenging aspect to the project overall. Our key objective was to position the Rotana Hotel Corporation as a company that was obsessively passionate about the business of hospitality, and to present this in an engaging and, at times, humorous fashion. We were also very keen to develop a strong underlying concept that had the potential to be campaign-able in the future.

The Brief

To produce a 2012 calendar design that was to be original, creative but elegant. The themes that the client had in mind for this year were as follows: 1) Related to their product offerings somehow in a creative way 2) Related to their sub hotel brands as per their 2010 calendars (Centro, Rayhaan, Rotana, Arjaan) 3) Seasons to be communicated in certain months Limitations included the use of the existing calendar format (size) and font usage as per graphic standards.

How the final design was conceived

In our view the only true differentiator between one 5 star chain and another are the staff on the front line. From the chefs, to the waiters, waitresses, chambermaids, bell captains and lifeguards. These are the people that set the tone and first impression for any hotel operator - they are in our opinion the very people that mould the essence of a hospitality brand in the eyes of the consumer. Our creative sought to showcase this passion for hospitality through the juxtaposition of Rotana Staff in the guise of various types of performing artists. "The Art Of Hospitality".

Indication of how successful the outcome was in the market

The concept has been received extremely well, not only by the client but by many of the customers that have already seen it in any one of the 33,000 hotel rooms within the Rotana Hotel Corporation group. We even understand that many have been retained by hotel guests, something that we hadn't expected nor anticipated. The printers contracted to produce the calendar commented the concept was one of the strongest they had ever printed, and were actually the motivation for putting it forward as an entry in the awards. Acumen has never felt compelled to showcase work in the past.