Sterling Holiday Group launches new brand Identity; Raja Rex as new mascot

Sterling Holiday Resorts Limited has unveiled its new, contemporary brand in keeping with its new service philosophy of delivering Experiences & Discoveries. Riding on this, Sterling has charted a road map to become “The leading holiday brand in India”.

Sterling is creating curated experiences in the areas of local cuisine, art, culture, history, nature, adventure etc. both within and outside the resort, for its customers.  From night safaris and nature walks to authentic culinary experiences and culture trails, Sterling is seeking to offer its guests many different ways to have memorable experiences and discoveries. The company is initiating a complete marketing and brand plan for the new Sterling.

The new brand identity reflects this essence and proposition. The design is youthful, vibrant, and contemporary. “Sterling” is written in a free-flowing handwritten font and is supported by a dynamic “Swirl” mnemonic that reminds one of the pinwheel.  The Swirl represents movement and dynamism and gives the identity a sense of motion. Purple as the key logo colour, is quite unique, and connotes the brand promise of “discoveries and experiences”.

Sterling’s quest is not just for newer experiences and discoveries but also to increase the number of locations and to offer new destinations to its customers. Embodying the new service philosophy, Sterling strives to build destination expertise across all locations.

According to Mr Ramesh Ramanathan, Managing Director, Sterling Holiday Resorts Limited, “Today, we are opening not just a new chapter for Sterling but a new chapter in the Indian holiday market. We have been working on developing our new service philosophy and brand standards over the last few years and are now ready to make our customers “holiday differently”. I am delighted to present the new Sterling Brand that will stand for great service, unique experiences and amazing discoveries.”

“Holidays have become an integral part of our lifestyle. At Sterling, we are looking forward to being a part of this new India that is looking to have newer experiences and take away a little bit of what they see and feel when they holiday, discovering something new every time.”, says Ramanathan.

According to Mr Peshwa Acharya, CMO, Sterling Holiday Resorts Limited, the new brand identity was important because, “essentially what has been happening in the last 5-6 years is that we have really changed the company. Around Rs 250 crores were invested to upgrade all out resorts and we increased our resorts network to around 33 resorts right now. We have got all the hardware up to scale and the best of class and after that we got into all the people together. We have undergone a service philosophy upgrade as we are in a service business and we have to do it well. We have coined an internal term what we call- PEPS, People, Experience and Place that Sparks joy for the customer. We have focussed on the hardware, software and the visual manifestation of the brand.”

Commenting on how this effort emancipates holidaying experience, Archarya said, “In the holiday and travel business, today the basic things people take for granted are food and accommodation. What differential they look for is the experience. Our new proposition is built around differential experience and discovery. We have actually brought in some of the structured things to productise those experiences and bring those to the consumers.”  

Over the next couple of months, guests at resorts will also meet “Raja Rex”, Sterling’s new “discovery mascot” who will help them discover new activities and experiences.    

The discoveries do not stop with the holiday experience. Sterling is the first holiday company in India to offer a doorstep to doorstep holiday insurance for all its customers and guests both for the travel and holiday period. This would be offered from the first quarter of 2018. 

DOUBLING OF PROPERTIES AND ROOM CAPACITY

The brand launch is driven by a business transformation that involves a strategic pathway including focus on experience-led holidays, doubling of properties and room capacity, focus on service quality and new business models.

Sterling would be focussing on an asset optimized model as a route to scale. Sterling will expand capacity through management contracts while providing guests the Sterling standard of service and brand assurance. As a consequence, Sterling expects to double room capacity and scale up to 50 properties over the next 4-5 years. To support the new expansion plans, the company has transformed its brand identity completely and launched the same today.

“Over the past few years, we have invested in revamp of existing resorts and launch of new ones. Our focus will be on delivery and service for all kinds of holidayers. In the process, we would also be contributing to the local economies, creating jobs and taking the brand abroad to places where Indians holiday,” Ramanathan added.