Rydges evolve brand reaffirming local values


Rydges Hotels and Resorts has unveiled a brand evolution, drawing on its strengths as Australia and New Zealand’s largest locally owned and operated hotel group, to reaffirm its purpose and direction as Refreshingly Local. The rejuvenation of the brand reflects the importance Rydges places on celebrating local, supporting local, experiencing local and staying local.

The entire Rydges brand has been reinvigorated with the help of brand consulting and design agency Landor, to align with the company’s values and vision to offer a genuine down to earth service ethic that celebrates what makes Australia and New Zealand great, while embracing the communities in which it operates.

The unique Refreshingly Local proposition will appeal to domestic travellers and will strengthen the Rydges brand even further among international guests who continue to seek authentic local experiences. From personalised experience recommendations to Refreshingly Local Packages – the focus is on giving guests the know-how and insight to really immerse in the local area and get beyond the hot-spots.

Troy Cuthbertson, General Manager of Rydges said, “This brand refresh reaffirms what customers and owners appreciate about us and encapsulates what sets us apart in the market – being a local business partner with world class teams on the ground who are agile and able to create authentic local experiences.

“We know our people are integral to bringing the Rydges spirit to life every day; from sharing the best place to indulge in the local seafood, suggesting a lesser known hike or anticipating a guest’s needs to ensure even the little things are locally tailored. So, we have engaged our team – right across the Rydges network – with a new manifesto, digital training and a #LoveMyLocal activation that provides a place to share information about a favourite local, a new bar, park or experience enabling knowledge sharing among team members, to ensure our guests always get the best advice.

“Our focus in evolving the Rydges brand is anchored in delivering a unique and local Rydges experience that adds value to our guests at every touch point. From the moment a guest books with us through to the experience when they walk through our doors, when they eat and drink with us or host an event with us – we’ve worked to make sure every moment embraces our refreshingly local commitment”.

Joseph Ancora, Marketing and Customer Experience Manager commented on the creative, “Using a natural colour palette alongside the use of striking monochromatic local area imagery reflecting the cities and communities in which we operate, allows us to leverage the regional stories and a connection to place that a local accommodation experience creates”.

Following almost 18 months in development, a phased rollout of the refreshed brand is underway across Australia and New Zealand.

EVENT listed on the Australian Securities Exchange (ASX) in 1962 and trades under the ASX code of EVT.