Le Méridien Partners with iIlycaffè to Provide Guests the Ultimate Coffee Experience
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Le Méridien Partners with iIlycaffè to Provide Guests the Ultimate Coffee Experience
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Category: Worldwide - Industry economy -
New brands / Affiliations
This is a press release selected by our editorial committee and published online for free on 2008-12-15
Coffee Culture Central to Le Méridien Guest Offering
Le Méridien announced today that they have partnered with illycafé s.p.a in a strategic and creative alliance, based on their mutual European roots, and shared commitment to excellence and passion for contemporary creativity. illy and Le Méridien are also joined by their shared commitment to providing guests with unique experiences.
illycafé was founded in 1933 in Trieste, Italy by Francesco Illy and for three generations has lead the industry in innovation, technology and knowledge. illy’s focus is to produce and market world-wide a single, leading-quality blend of espresso, made using nine types of pure Arabica. It also takes a leading role in culture, literature, fashion, design and the arts.
Le Méridien, which was founded in 1972 in Paris, is committed to providing its guests with enriching, cultural experiences in a new way. Focused on connecting guests’ with their passion for art, architecture, design, fashion, film and food, Le Méridien experience is one that is curated and rooted in its core values.
illy’s success is rooted in its passion for quality – 50 perfect beans make a perfect espresso. Le Méridien, who aims to develop a unique culture around coffee, took this drive for quality as the basis for developing the first unique marketing programme around coffee, called “50 words, 50 beans”
This programme aims to stretch guests’ imaginations and literary prowess as a creative coffee-inspired challenge which invites guests to scribe a short story using only 50 words, aided by the inspiration and energy from 50 beans of illy coffee. Care and attention must be paid to every bean and every word, and the result can be rich and perfect. Stories can be submitted to www.lemeridien.com/fiftywords.com and will be published on the website.
Le Méridien Vienna, Le Méridien San Francisco, Le Méridien Bangkok and Le Méridien Amman are the first hotels to pilot this product partnership. They will offer guests the opportunity to discover illy coffee throughout the hotel. Le Méridien associates will be specially trained and certified to serve the signature Italian-style coffee beverages, ensuring that illy’s passion for quality is preserved.
Eva Ziegler, Global Brand Leader, Le Meridien and W Hotels Worldwide, said, “Having illy as our product partner is beneficial for both sides, but having an exclusive marketing partnership will deliver truly unique and special experiences to our guests.”
Jérôme Sans, Cultural Curator, Le Méridien, said, “illy is a bridge between taste and art and shares the values which are being developed in the new, curated Le Méridien environment.”
Le Méridien brand, currently represented by approximately 120 properties in 52 countries, was acquired by Starwood Hotels & Resorts Worldwide in November 2005. With close to 70 percent of its properties located in Europe, Asia-Pacific, Africa and the Middle East, Le Méridien provides a strong international complement to Starwood’s primarily North American holdings. Plans call for dynamic expansion of Le Méridien-branded hotels and resorts within the next five years, concentrating in the U.S., Latin America, and Asia-Pacific, including destinations such as India, Thailand and China.
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