Although it poses a challenge to advantageously position a hotel chain in Mallorca due to the great competition even within the same segment, it is also true that the establishments have a marked character and the chain's reputation in relation to customer treatment plays in our favor. Following the naming dynamics of this type of product, the corporate identity is simplified giving absolute priority to the name "Cabot" so it becomes more agile to concatenate with the name of the establishment. It is also decided to escape the blue and turquoise colors, very abused in recent years by positioning Mediterranean products in the hotel and restaurant sector. All this task is executed throughout more than 150 brand applications: stationery, signage, large format, merchandising... even generating subbrands with their own character such as the spa.
After 50 years, in order to make this repositioning successful, a powerful communication task is necessary. Here social networks come into play, a communication tool that allows us to quickly establish a relationship between this new brand and the product.