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Case Study: Intercontinental Singapore

Case Study: Intercontinental Singapore. Intercontinental Club Library Since opening its doors in 1995, Intercontinental Singapore has earned and maintained a strong reputation for outstanding service, with world class facilities set in distinctive Peranakan architecture. The Brief

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Case Study: Intercontinental Singapore

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  1. Case Study: Intercontinental Singapore

  2. Intercontinental Club Library Since opening its doors in 1995, Intercontinental Singapore has earned and maintained a strong reputation for outstanding service, with world class facilities set in distinctive Peranakan architecture. The Brief Stylish, light filled and residential in style, the new Club Intercontinental lounge defines luxury for esteemed guests. Reflecting the style and heritage of early Singapore, Club Intercontinental provides business facilities and a dedicated Concierge service, along with a library. The Ultimate Library was asked to provide a proposal for a measured trial of an enhanced book offer in the form of a bespoke library, provisionally called Intercontinental Club Library. The trial was to run in the new Club Lounge, in a dedicated space within the Club area with full explanatory support and measurement media for staff and guests

  3. The Solution The Library comprised a hand-picked reading and reference library that anticipated guests’ needs, and that complimented the Club Intercontinental ethos of ‘In the Know’. The books were designed to complement the newspaper and magazine selection, with three distinct themes to inform, educate and entertain – books on today’s business agenda, personal wellbeing and a strong emphasis on heritage with titles on the city and region that convey a sense of place. The library was delivered in a simple ‘out of the box’, easy to merchandise package to fit a two metre shelf display. The intention was that the Club Library becomes a valued amenity and future selling point for the Club Intercontinental Singapore and elsewhere in the IHG estate. The library will be updated and refreshed each year

  4. Budgets The first implementation was designed to test guest demand for leisure reading and zeitgeist information. The proposal was based on 2 linear metres of shelving comprising some 80 titles plus 15 illustrated books. The budget needed for trial was $4,950. We were also able to advise on operational procedures, feedback cycle and other issues that enabled this concept to be developed into a robust and scalable brand standard. Investing in a library such as this may also result in immediate savings in magazine spend (illustrated titles last a lot longer and have higher perceived value). The titles are regularly updated to ensure that the library remains current and refreshed. “We were looking for books that would reflect our unique 'In the Know' positioning as well as a collection that is befitting of a personal library stylised by the new Club InterContinental lounge. The Ultimate Library delivered a bespoke collection that could satiate the curiosity of a seasoned traveller looking for an insight into Singapore's rich cultural tapestry, and the discerning corporate guest wanting to challenge his intellect on a different level.” Hotel Manager, Intercontinental Singapore

  5. Offering you a Fully Comprehensive Service • The Ultimate Library is a one-stop service from proposal through to offering you a long term service to enhance your guest proposition • Buying Service through our extensive contacts in the publishing world we are able to source the best prices and those hard to find titles • Distribution. We will look for ways to overcome any importing challenges by distributing the goods through a local hub. • Setting Up and Training Our local agents were on hand to set up the library, train hotel staff and visit the site regularly to discuss feedback and further requirements • Marketing Guidelines. We provide marketing guidelines to maximise the potential of the hotel library. This includes complimentary booklists for hotels to send to their guests, for monthly newsletters or for the turn down service

  6. Please visit www.ultimatelibrary.co.uk for a list of comprehensive case studies and for further information on the full range of services Ultimate library Contacts: Hayley Jeffries Sales & Marketing Director hj@ultimatelibrary.co.uk Tel: +44 7825 373 956 Philip Blackwell CEO & Founderpb@ultimatelibrary.co.uk Tel:+44 7785 525 941 Ultimate Library 36 St Giles Oxford Ox1 3LD Tel: +44 1865 513 901

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