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Inspiration Brewed Here

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(NYSE:HOT)

Le M’eridien Espresso Shot. It takes 23 seconds to extract the perfect shot of espresso from 50 coffee beans. Here’s all you need to know about the new Le M’eridien Coffee Campaign in 23 seconds or less.

WHAT’S BREWING

  • Le M’eridien reinforces its commitment to coffee culture with the launch of its new year-long Inspiration Brewed Here campaign and the appointment of Esther Maasdam as the first ever global latte artist for the brand.
  • Esther was named Dutch Latte Art Champion four years in a row (2011 – 2014).
  • She will create 12 works of destination-inspired latte art from around the world using Le M’eridien hotels as her inspiration. She will travel to locales such as New Orleans, Hong Kong and London.
  • Esther will also work with Le M’eridien Master Baristas globally to develop local recipes and designs to help guests unlock the destination through coffee.

ORDER’S UP

  • Le M’eridien will kick off the new campaign on November 11, 2014 at Le M’eridien Vienna, coinciding with the hotel’s 11th anniversary. Vienna is regarded as the epicenter of coffee culture.
  • Destination-inspired latte art is the first phase of the Inspiration Brewed Here campaign. Le M’eridien will continue to announce new coffee programming throughout 2015 at hotels worldwide.

(BACK)GROUNDS

  • Inspiration Brewed Here combines two key passion points for Le M’eridien – art and coffee.
  • The signature Le M’eridien Hub has transformed the brand’s hotel lobbies into gathering places for creative and curious minds to meet and converse in a coffeehouse-like atmosphere. The Le M’eridien Hub will be implemented in all Le M’eridien hotels by end of next year.
  • Last year, Le M’eridien brand created a Master Barista role in the Hubs of each of its hotels globally.
  • Master Baristas boast a technical skillset beyond making basic coffee drinks and undergo intensive training designed by Le M’eridien and its global coffee partner illy.

COFFEE DRIPS

  • Since launching its partnership with illy, coffee consumption by Le M’eridien guests has grown by more than 15% each year with guests now consuming 7.6 million cups of coffee versus 3.8 million cups in 2007.
  • According to a global survey commissioned by Le M’eridien, coffee surpasses sex as the ideal wake-up call according to more than half (53%) of travelers.
  • The survey also found that an overwhelming 78% of people would rather give up alcohol, social media or sex with their partner for a year rather than forfeit coffee, and more than half (53%) of respondents said that if they were going to post a beverage on their social media accounts while traveling, it would be coffee.

PERCOLATING PERSPECTIVES

  • “Coffee and art are essential elements for creating the inspirational environment found in our Le M’eridien Hub globally. Combining these passions through latte art is a natural extension as we help our guests unlock the destination whenever they stay with us.” – Brian Povinelli, Global Brand Leader, Le M’eridien and Westin
  • “Le M’eridien encourages its guests to unlock each destination via locally-inspired programming and cuisine with an eye for the arts. Merging my work in latte art with the inspiration that travel naturally brings is an exciting and unique challenge.” – Esther Maasdam, global latte artist for Le M’eridien

Facebook: FACEBOOK.COM/LEMERIDIEN

Twitter: @LEMERIDIEN

Instagram: @LEMERIDIENHOTELS

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