Mercure London Earl’s Court
Back to PortfolioFollowing a major refurbishment, Mercure London Earl’s Court needed a flagship digital brochure that could showcase the venue’s unique blend of four-star brand experience and standout event spaces.
Project scope
Strategy & planning
Copywriting
Design
Illustration
Animation
The brief
A comprehensive ‘flagship’ interactive digital brochure was required that could be subdivided into mini brochures including leisure, conference and ballroom, and their brand-new lounge bar, Barnabys. These brochures would be viewed online, but also static pdfs would be required as marketing materials.
The approach
Mercure lifestyle imagery, and copy tone-of-voice were used, along with new photography of the London Suite venue package spaces and the specially developed ‘Barnaby’s At Home’ food and beverage brand being deployed for the bar and restaurant.
Sections of the Mercure London Earl’s Court brochure included the following: accommodation, event offering, food and beverage (the Barnaby’s Kitchen & Lounge), attractions for London and beyond, awards and media reviews.
Once the static corporate version was finalised, then multimedia-based interactive features were added to bring more engagement to the brochure.
The outcome
The narrative-led structure of the main brochure takes you on a journey of discovery. Maps and infographics are also used to bring a joined-up Mercure look and feel to the marketing of the London Suite venue.
The interactive version click here to view brochure was developed following shared storyboards. This version adds UX engagement to the brochure which was delivered through a combination of image pan and zoom, dynamic loading and map animations, embedded video and data toggle rollovers. All these features add mood and ‘stickiness’, whilst keeping on brand, and not distracting from the messaging and core content.
The reaction
“Well done on the brochure. It honestly looks fantastic, and we have come so far so thank you. The work is excellent too so again all my thanks to you all.”
David M Marques, Director of Sales & Marketing, Mercure London Earls Court
