Opportunity

Not only is Nordic Choice Hotels (former name) the leading hotel operator in the Nordics, and not only is it owned by mega-entrepreneur Petter A. Stordalen. It is also a company with a uniquely strong culture and can-do attitude that in 2021 decided time was ripe for its biggest step ever: To leverage a rapidly changing marketplace as an opportunity of a lifetime and reposition Nordic Choice Hotels – with its more than 220 properties and 17,000+ team members – into Strawberry, a universe of experiences in and beyond hospitality.

Delivery

To lay the best possible foundation for success, NoA Consulting used a quantitative, data-driven approach to identify the true “engagement drivers” on the market. In close collaboration with key stakeholders, we then developed a positioning strategy gearing Strawberry for future growth both in and outside of its core business.

This then evolved into a partnership where NoA Consulting was intimately involved in implementing the strategy in preparation of the Strawberry launch, including innovating five new customer offerings using our pretotyping process and crafting a digital activation programme for all team members.

NoA also develop the new visual identity through our brand experience experts at Bold, and the entire launch campaign through Åkestam Holst and NoA Ignite.

Result

Strawberry was unveiled to the world on May 22, 2023, with a major launch across the Nordics in paid media, PR, in the hotels and among team members. The external and internal response so far has been overwhelming, placing Strawberry in a pole position to deliver on its promise of “More To Explore” and to grow far beyond any traditional limits of industry or geography – or even of time and space itself. The Strawberry universe is here to stay.

NoA Consulting is currently collaborating with Strawberry on various new strategic initiatives, including reinventing their loyalty program with our friends at Unfold.