The review is aimed at assessing current perceptions of Le Meridien in an increasingly competitive marketplace and identifying ways in which the existing brand can be revitalised to make it a leading choice for both corporate and leisure customers. 

�This represents an extremely challenging piece of business,� says Peter Knapp, executive creative director, Landor. �Le Meridien has a diverse estate of some 110 hotels across the world, including five in London three centrally located, in addition to hotels at Gatwick and Heathrow - which has been built up over a relatively long period of time. As a result, there is now a need to see how the Le Meridien brand can be strengthened to offer a consistency of product - whilst still maintaining a unique feel for each hotel in the chain. 

�Our intention is to create a brand that becomes a friend for the customer among the increasing chaos of international travel,� Knapp continues. �It will become synonymous with a new, more personal definition of world-class service.� 

The Le Meridien account is being managed from Landor�s London office. In addition to Peter Knapp, the core account team will comprise Jane Simmonds, executive client director and Davide Bigoni, project manager. 

Alain Briere, marketing director, Le Meridien, says, �Our initial brand strategy was defined and established over 25 years ago and Le Meridien is now into a very active development phase with plans to open one major hotel every month. The lifestyle and needs of world travellers have evolved considerably in recent years and Le Meridien has to anticipate and respond to these changes. Our brand strategy will reflect current trends in the marketplace.� 

Landor is the leading brand consultancy, responsible for creating and revitalising many of the world�s most valuable brands and helping them to break away from their competitors through core skills in brand consulting, naming, design and realisation.  Landor�s experience includes corporate, product and service branding.