13th March 2014

Jetwing Brand Guide

Who are we?

What makes us unique?

Why do we truly exist as a brand?

How can we create ‘wow’ experiences?

What is our PURPOSE?

ODEL : stylishness Body Shop : environment protector Sony : technology that works CNN : first in news BBC : credible news

• Advertising • Tone of voice • Training & recruitment • Corporate communication • Internal communication • Websites • New products • New hotels • Architects briefing • Stall designs • Corporate philosophy

PURPOSE

Advertising

Tone of voice

Training & recruitment

Corporate communic

ation

Internal communic

ation

Websites New products

New hotels

Architects briefing

Stall designs

Corporate philosophy

What is changing How we present ourselves to the world What is not changing Our vision and values

Singapore Airlines

Singapore Girl represents the Brands Purpose

“THE PERFECTION OF LUXURY”

PURPOSE PEOPLE + BRAND =

The first step is to understand people

Why people are travelling

“Every new destination is an adventure”

“I seek an experience when traveling”

“Travel has changed me”

‘What it’s really going to be about...’

“Love collecting memories”

‘In a world full of

pressures & demands,

travelers are searching

not just for a vacation,

but for richer life

experiences.’

Defining the role of the traveller

Wants to explore & a new side to the world

Travels in smaller groups

Larger number of young families travel

No one experience must be the same

Seeks unique unexpected experiences

Wants to do things at their own pace

Wants to go where there are less crowds and take unique pictures

Aware of the impact that tourism has

Wants to connect with the country. Eg cook and eat with the locals, home stay etc.

Attracted to experiences that have social currency (eg. Reviewed on a popular travel magazine).

Importance of peer recommendation and social media

They seek information, outside of the ordinary.

Want reality. Not the pretty pictures.

Reliance on guides have reduced

People are knowledgeable.

Want to learn about life

They want stories.

Defining the traveller Traveller

Experience life

Self discovery

Explore

Serendipity

Blend in

Tourist

Observe

An agenda

Sight see

Reliance on agents

Stand out

A PERSONAL JOURNEY OF DISCOVERY

Travel: It’s transformative

Allows people to connect Relevant to all segments of travellers

We take immense pleasure and pride in showcasing our home to visitors from around the world. With such diversity and variety, this little island provides ample opportunities for our professional and experienced team to cater to the discerning visitor.

Sri Lanka is a land which offers

diverse experiences

Sri Lanka Is a land with a multitude of diverse experience

Travellers Are on a journey of discovery

Differentiation is key

Competitive differentiation

Service or product

differentiation

Strategic differentiation

A relevant vision, values & voice Difficult to imitate

Creating a wow experience

Easy to imitate

Delivered by all An enjoyable stay

Our competitive edge

Luxury Eco friendly Sustainable

WHAT JETWING IS WHAT JETWING IS NOT

A travel specialist A travel agent

A journey A tour

Choices Itineraries

A folk story shared by firelight A scripted cultural performance

Kaftans and sarongs String bikinis

National Geographic Travel + Leisure

A family A corporation

Toyota 4-runner Mercedes-Benz sedan

A guide A butler

Handcrafted batik A starched white tablecloth

A handwritten note An iPad

A proud smile A servile bow

Pioneering Discoveries

Knowledge Trust Heart Sri Lankan Original

Travel specialists

Networked with the best

Promote and value our staff

Develop our community

Celebrate diversity

Respect everybody

Create tailor made packages

Approachable and accessible

Reward creativity

Our staff our loyal

A trusted partner in Sri Lanka

A circle of trust

Always in good hands

Trust in local communities

Financially credible

Trust in quality

Trailblazer

Entrepreneur

Striving for firsts

Pioneering Spirit

I was born to (why was the brand created)

and now I live for (the passion of our brand today…what we do for people)

The answer lies in our heritage

It all started in 1973 when one man dreamed of making one hotel in to a chain of hotels. He created spaces people could feel at home in

Our values have not changed There is a saying that “the best way to experience a country is by living with a local family” and at Jetwing, it certainly holds true when you entrust your holiday in Sri Lanka with us.

Our values …

Rooted in family values

Sri Lankan hospitality

Humility & integrity

Helping people connect with Sri Lanka better than anyone else

We refer to our guests with their names, not as room numbers

Guest don’t just stay, they experience

Guests arrive as residents, they leave as friends and

return as family

Our homes reflects our values

Open spaces No walls Openness Accessibility Discoveries Freedom

Showcasing the landscape Respect for the environment Nature takes centre stage Spaces showcase the land

Synergy Spaces merge with

the environment organically

Bringing the inside out Spaces incorporate the

surrounding environment in surprising ways, inviting interaction

Every space has a story to tell Celebrating the history, culture and heritage of Sri Lanka

Spaces that make you feel at home

Key assets to leverage

Unique Spaces

The diversity of Sri Lanka

Strong Sri Lankan rootedness

Key desires to leverage

Personal Journeys Discovering experiences Connect to Sri Lanka

I was born to (why was the brand created)

bring great design and ease to technology,

and now I live to (the passion of our brand today…what we do for people)

marry high quality technology and amazing design.

I was born to (why was the brand created)

Create unique, Sri Lankan spaces,

and now I live to (the passion of our brand today…what we do for people)

Help the world experience the best Sri Lanka has to offer

Sri Lanka Is a land with a multitude of diverse experience

Travellers Are on a journey of discovery CREATING THE

SPACES TO EXPERIENCE THE BEST OF

SRI LANKA

Spaces

Sri Lankan warmth

Breath taking locations

Blended with nature

Accommodative

Sri Lanka

Wildlife

Adventures

Diversity

Culture

Jetwing Brand Guide

13th March 2014