photo guidelines Radisson SAS Hotels & Resorts

Transcription

1 photo guidelines Radisson SAS Hotels & Resorts

2 ontent Preface Values - Fresh, Host, Easy Photographing a hotel On Brand or Not on brand Exterior Guest rooms / bathrooms Lobby Restaurant and bar Food Meeting rooms Fitness rooms and don t forget What do you need? Stock photography Conducting a photo shoot Helpful definitions Photography Release Form Model Release Form Radisson SAS Hotels & Resorts Photo Guidelines Page 2

3 photo Preface Photography visualises a brand and creates an image; it is a key element in our visual identity. In order to communicate our brand values consistently, photography choices have to be made with care. Pictures should reflect the character and core values of the Radisson SAS brand; FRESH, HOST and EASY. Most hotel photography looks the same; the pictures contain a lot of information, but lack character. Our photography can differentiate Radisson SAS from other hotel chains by expressing our brand values in a variety of ways: interesting and attentive staff, comfortable rooms, designer details or lively images from a restaurant or bar, for example. This guideline shows you how to create a Radisson SAS photo, provides details on setting up a photo shoot and gives suggestions on what you should look for if purchasing a photo through a photo bank. Our brand values in pictures In hotel photography, the key areas that need to be communicated to the customer are: the Hotel and its Destination, Food & Beverage, Design features, People, and Atmosphere. Individually and in combination, each element should re-enforce our brand values. Radisson SAS Hotels & Resorts Photo Guidelines Page 3

4 Fresh Fresh is a question of spirit. It's about doing things differently, being open-minded, innovative, unconventional and sometimes adventurous. Leaving room for the unexpected and having a sense of humour, even being a little crazy, whenever and wherever appropriate. To capture Fresh in photography: focus on informal situations and behaviour. Imagine people at ease in their own homes; people who have made themselves at home at our hotels, use interesting angles or cropping, show less information, focus on details, more emotion and excitement. Radisson SAS Hotels & Resorts Photo Guidelines Page 4

5 Host Our guests want service that is welcoming, warm, attentive, caring and something they can count on in every Radisson SAS property. It's making everyone feel important no matter who they are. The value Host in photography should tell something about who we are and what kind of service the guest can expect. Use inspiring and inviting pictures of the staff; perceive the staff as individuals rather than corporate representatives. Focus on individuality, personality, intelligence and genuine friendliness. A smile should be 100% real as opposed to 100% professional - Freckles and a slight gap between the teeth can be more appealing than a picture-perfect model. Show the hotel interior and even the little things. Show everything that makes a guest feel welcome. Radisson SAS Hotels & Resorts Photo Guidelines Page 5

6 Easy An experience with Radisson SAS should always be uncomplicated, informal, flexible and reliable. The value Easy focuses on the practical side of our products and services, attempting to eliminate any inconveniences in the guest experience. Easy can be illustrated through shots of the property, the hotel interior and health facilities and even stunning images of the destination. Avoid trying to show too much information in one photo. For example, to photograph a lobby area; focus on the details, the people working, or simply a close-up of a interior item rather than showing the whole area from floor to ceiling. Radisson SAS Hotels & Resorts Photo Guidelines Page 6

7 Photographing a hotel Hotel photography should sell an experience or a product. Think of all the interesting things that attract the customer, explain your hotel's unique selling point (USP). What characterizes the hotel and sets it apart from the competition: the architecture, leisure or golf facilities, conference facilities or maybe the destination is special. Besides the hardware, the staff are also a very important selling point. After all, we count on our staff to make a guest's stay memorable. In the next few pages we aim to show you examples of Radisson SAS photos that are on brand or considered to reflect Fresh, Host and Easy compared to examples that could be improved. With any image consider the feelings that are conveyed in it and the added value this gives the consumer when choosing a hotel. A photo that is not on brand just shows what the reception looks like. A photo that is on brand shows what the reception feels like. Radisson SAS Hotels & Resorts Photo Guidelines Page 7

8 Exterior ON BRAND Interesting angle Twilight Architectural detail Great location NOT ON BRAND Standard hotel shot Uninviting Radisson SAS Hotels & Resorts Photo Guidelines Page 8

9 Guest rooms ON BRAND Warm atmosphere Relaxing environment Fresh details Light environment NOT ON BRAND Standard bed shot Wide-angle Bad lighting Too much information Radisson SAS Hotels & Resorts Photo Guidelines Page 9

10 Guest rooms / bathrooms ON BRAND Warm atmosphere Relaxing environment Fresh details Light environment NOT ON BRAND Standard bed shot Wide-angle Bad lighting Too much information Radisson SAS Hotels & Resorts Photo Guidelines Page 10

11 Lobby Action Welcoming staff Efficient check-in Too crowded or uninviting Formal posing Radisson SAS Hotels & Resorts Photo Guidelines Page 11

12 Restaurant and bar ON BRAND Inviting, interesting place Good atmosphere Fun and hospitable staff NOT ON BRAND Formal posing Wide angles Uninviting places Radisson SAS Hotels & Resorts Photo Guidelines Page 12

13 Food ON BRAND Enticing Appealing Fresh NOT ON BRAND Too much clutter Overcomplicated Radisson SAS Hotels & Resorts Photo Guidelines Page 13

14 Meeting rooms ON BRAND Good seats Evidence of a successful meeting Attention to detail NOT ON BRAND Avoid wide-angle shots without any people Radisson SAS Hotels & Resorts Photo Guidelines Page 14

15 Fitness ON BRAND Relaxation Fresh and clean Stimulating NOT ON BRAND Poor lighting Unoriginal Out-of-date deco/equipment Too crowded or empty Radisson SAS Hotels & Resorts Photo Guidelines Page 15

16 ...And don t forget People Showing the staff represents the core value Host and should reflect our Yes, I Can attitude. Cast Fresh and open employees that have a warm and natural smile or sparkling eyes. And preferably staff in action, which make the customer feel welcome. Details Little things often make one s stay more enjoyable and memorable. A cup of cappuccino with chocolate sprinkled on top, extra towels in the room or a romantic garden with beautiful flowers. Try to use close-up shots with a background that fades away. Destination It s important to show guests what the destination has to offer. Besides the main attractions that could be found in any destination guide think about the mood of the city or the local culture. Find or shoot images that are different and unique. Radisson SAS Hotels & Resorts Photo Guidelines Page 16

17 needs What do you need? In order to sell your hotel, you will need a selection of photographic images for different needs such as rackfolders, meeting planner guides, promotional materials and press releases. Always keep your images up-to-date, it is recommended not to use photos more than 5 years old. Before conducting a photo shoot, it may be more cost effective to use other resources to find the appropriate photo. First check your own archive and try a new cropping of existing photos. Secondly, check with Creative Corner for available images and lastly, consult suppliers (photo banks) for stock photography. The images you will need, include: Exterior (could include surrounding gardens) Rooms (including bathroom and suites) Public Areas (lobby, restaurant and bar) Meeting rooms (plus ballroom and banqueting) Health and Fitness (with pool and spa) Staff Details Destinations Radisson SAS Hotels & Resorts Photo Guidelines Page 17

18 stock Stock photography is an inexpensive solution for photos that can be delivered very quickly. With the right research and cropping, the creativity doesn't have to be sacrificed. Especially for general pictures or short-term promotional means, standard photos can be an effective solution. When negotiating usage rights for images make sure you consider all future needs so that you do not have to re-purchase the image if you want to use the image again. Recommended photo banks are: Radisson SAS Hotels & Resorts Photo Guidelines Page 18

19 Conducting a photo shoot A good photo shoot needs planning and preparation. First, determine what kinds of photos are needed, considering all future activities. Second, review all existing materials. Before the actual shoot, always plan a pre production meeting to discuss every detail with all people involved including staff, the photographer and stylist. This meeting should be held at least one week before the actual shoot to make sure everything is in order. 1. Timing Give yourself enough time to form a budget, select a photographer, prepare the hotel and actually conduct the photo shoot. A photo shoot can last anywhere from one day to many days depending on the number of images you want. Plan on using approximately 1 hour to take each photo. The below gives you an idea of how many days each step should take. ACTION Week 1 Week 2 Week 3 Week 4 Decide on photos to be taken Contact photographers Receive quotes Approve quote Pre-production meeting Notify staff Select props and models Prepare the hotel Photo shoot Develop materials Select photos Scanning and retouching 2. Budgeting The cost of a photo shoot includes the photographer, stylists, models, film processing, travel and accommodation. Usage rights for each photo must be negotiated, remembering that all Radisson SAS photos must be purchased for worldwide use with no restrictions on time limits. Make sure you have all rights agreed to in writing, a release form is included at the end of these guidelines as an example and it should be checked against local laws, too. Also talk to colleagues in your region or your regional Marketing Co-ordinator to get an idea of what the photo shoot should cost. Radisson SAS Hotels & Resorts Photo Guidelines Page 19

20 Conducting a photo shoot 3. Selecting a photographer It is recommended to obtain quotes from two to three photographers before making your final decision. Your Regional Marketing Co-ordinator may have photographers that you could contact in addition to local photographers in your area. Make sure that the photographer is adept at making lifestyle photography and that you have reviewed their previous work to understand their style. The photographer should have considerable talent for stills as well as people photography. Be sure to make use of this talent; the images that represent our values will most often be a result of the ability of a talented professional to work some spontaneity and energy into the photo shoot. Once you have selected a photographer make sure you agree on who will source the props and models, set a date for a pre-visit to the hotel to review all sites and introduce them to their Radisson SAS contact person that will be present on the day of the shoot. 4. Accessories and models In keeping with our brand values, the accessories or props and models that are used should be fresh and real. The photos should reflect reality. Do not use the same people in every shot. Do not over-style the rooms with plants, newspapers, magazines or books. Select the models with care; fresh and open people with a natural smile. Try also to use existing personnel, real people. Employees in photography should reflect our Yes, I can attitude. It is essential to use a release form with models and employees, for usage of the photos in all parts of the world, for an unlimited amount of time. An example is included at the end of this guideline. Radisson SAS Hotels & Resorts Photo Guidelines Page 20

21 Conducting a photo shoot 5. Tips before the shoot Draw up the list of elements to be shot, where they will take place and props needed for each setting Suggest the photographer to create a photographer interpretation/ storyboard that shows you how he will take every photo, at what angle, what lighting, what props or models are needed Make sure that the photo shoot will not interrupt guests, if necessary post a sign We apologise for any inconvenience caused due to filming Remove any old logos Inform all relevant people Double check if additional insurance is needed for any extraordinary shots (aerial shot) or for any potential accidents or mishaps Get permission from any local authorities, if necessary, for exterior or destination shots Have a contact list should any problems occur 6. Practical details Lighting: Use daylight where possible. Extend exposure if necessary. Be aware of mis-colouring from built-in fluorescent and tungsten light sources. If necessary, backlit subjects project the softness, comfort and ease that we look for and are preferred over subjects lit from the front. The exterior pictures is prefered shoot in the twilight when the logos is lit. If shoot on a tungsten film you will optain the cool blue tone that are showed in the on brand for exterior example. The interior pictures should have the Scandinavian look, with lots of light and softness. Try to schedule exterior photography in spring or summer. Also avoid black (dead) window areas; shoot the exterior when lights and logos are on. To schedule the day of shooting, use the daylight for interior pictures, and the evening for the exterior pictures. Radisson SAS Hotels & Resorts Photo Guidelines Page 21

22 Conducting a photo shoot Material/Lenses: Do not use 35mm, use 6x6/6x7cm or 4x5 formats. Use maximum aperture and minimum depth of field (see glossary) to obscure any irrelevant information and to achieve focus of attention. A tripod, which holds the camera perfectly still, is optional. The vivacity and artistic cropping referred to in the Fresh section will probably be easier to obtain without a tripod, especially in people photography. Extended exposures in still and architectural photography, however, will require a tripod. Do not, at any time, use film material below the quality of a 400 ISO/6x6cm format. This will most likely cause undesirable grain and washed out colours. Consider using tungsten film for daylight shots where a cool blue tone is appropriate, or for tungsten shots where a nice clean tone (as opposed to a golden yellow) is appropriate. What you should ask for: Your photographs will be used for a variety of purposes from printed brochures to Sales presentations. Be sure to specify up front how you want to receive the material. There are two main things to consider: 1. Resolution: how many pixels (ppi) or dots (dpi) per inch are in an image. The higher the resolution the better quality, sharper and clear the image will be. A picture for printing purposes has a resolution of 300 dpi and is referred to as hi-res (high resolution), while for the Internet or PowerPoint presentations the image can be 72 dpi. 2. Size: the width and height of the photograph. Consider in what format the image will be used and make sure that you have it available in the appropriate size. For example, if you know that you will enlarge one or two pictures to poster or billboard size, inform the photographer of this before they scan the images. Radisson SAS Hotels & Resorts Photo Guidelines Page 22

23 Helpful definitions Aperture: Backlighting: Camera Angles: Cropping: Depth of Field: Dpi: Exposure: Film Speed: The opening in a camera lens through which light passes to expose the film. Light coming from behind the subject, toward the camera lens, so that the subject stands out vividly against the background. Sometimes produces a silhouette effect Various positions of the camera (high, medium, or low; and left, right, or straight on) with respect to the subject, each giving a different viewpoint or effect. Printing only part of the image, usually for a more pleasing composition. The amount of distance between the nearest and farthest objects that appear in acceptably sharp focus in a photograph. Depth of field depends on the lens opening, the focal length of the lens, and the distance from the lens to the subject. Dots per inch; see resolution. The quantity of light allowed to act on a photographic material; a product of the intensity (controlled by the lens opening) and the duration (controlled by the shutter speed or enlarging time) of light striking the film or paper. The sensitivity of a given film to light, indicated by a number such as ISO 200. The higher the number is, the more sensitive or faster the film. Note: ISO stands for International Standards Organization. Radisson SAS Hotels & Resorts Photo Guidelines Page 23

24 Helpful definitions Overexposure: Ppi: Props: Resolution: Retouching: Tripod: Tungsten Film: Tungsten Light: A condition in which too much light reaches the film, producing a very light print or slide. Pixels per inch; see resolution. Short for properties. Props are all of the things needed to decorate the area that will be photographed. They contribute to the look and feel of a photograph and help fill space appropriately. How many pixels (ppi) or dots (dpi) per inch are in an image. The higher the resolution the better quality, sharper and clear the image will be. Altering a print or negative after development to alter tones of highlights, shadows, and other details, or to remove blemishes. A three-legged supporting stand used to hold the camera steady. It is especially useful when using slow shutter speeds and/or telephoto lenses. Is good to use when shooting inside places and if you want your lights to look realistic. It adds a blue mask and removes the excess yellow. Light from regular room lamps and ceiling fixtures, not fluorescent. Radisson SAS Hotels & Resorts Photo Guidelines Page 24

25 Photography Release Form Photographer: Client: Hotel Name: Location: Date(s): Hours Worked: For valuable consideration, (Photographer) hereby grants (Client) the absolute right to use the photograph(s) and any other reproductions or adaptations, from the above mentioned photo shoot in advertising, trade, or for any purpose solely and exclusively for worldwide use for an indefinite period of time. The undersigned hereby waives any right that he/she may have to inspect or approve the finished product (s), or advertising copy, or published matter. The undersigned hereby warrants that he/she is of full age and has every right to contract in the above regard. Name of photographer (print): Signature of photographer: Date: Radisson SAS Hotels & Resorts Photo Guidelines Page 25

26 Model Release Form Model: Client: Hotel Name: Location: Date(s): Fee Paid: For valuable consideration, (Model) hereby grants (Client) the absolute right to use the photograph(s) and any other reproductions or adaptations, from the above mentioned photo shoot in advertising, trade, or for any purpose solely and exclusively for worldwide use for an indefinite period of time. The undersigned hereby waives any right that he/she may have to inspect or approve the finished product (s), or advertising copy, or published matter. The undersigned hereby warrants that he/she is of full age and has every right to contract in the above regard. Name of model/agency (print): Signature of model/agency: Date: Radisson SAS Hotels & Resorts Photo Guidelines Page 26