Coral dresses to impress

'Let us impress you' is the new tagline for “affordable luxury” brand Coral Hotels and Resorts.

The company has launched a colourful new marketing campaign, along with ambitious expansion plans to take the brand beyond the Middle East and into Africa and Asia.

Chief Executive Michel Noblet said the company would have 20 hotels in the GCC by the end of 2009 and planned to double that number by the end of 2010.

“We have a new hotel opening every 22 days at the moment,” said Noblet.

“There is a downturn, however more than ever we are determined to succeed and we want to increase our visibility worldwide.”

He said Coral’s new brand identity and marketing campaign was designed to promote a “dynamic, young and funky” image of the company.

Coral has invested AED 5 million (US $1.4m) in the campaign so far and expects to shell out another AED 10 million ($2.8m) to implement it across existing properties.

“We see it as a strategic investment that will provide a big stimulus to our business in the long run,” said Noblet.

Coral’s expansion plans will begin this year with four properties planned for Africa, including North Africa, South Africa and Cairo.