Relais and Châteaux Case Study

Relais & Châteaux Case Study Summary

Relais & Châteaux, a global fellowship of individually owned and operated luxury hotels
and restaurants, was seeking ways to expose its brand to a targeted American audience. In partnership with Sotheby’s Auction and KCET Public Broadcast in Los Angeles, Relais & Châteaux created a public event to introduce its brand while also raising
funds for Los Angeles public television.

Situational Analysis

This luxury association of some 500 members in 60 countries on ve continents was well known in Europe but it had not penetrated the growing luxury traveler market in the United States.The members collectively supported a strategy to reach this target audience.

Key Issues

As a relatively unknown luxury brand in the U.S., it was critical that Relais & Châteaux associate itself with like-minded brands to give it leverage and credibility in this marketplace and allow it to appropriately present its brand expression.


An evening was created where the 56 Relais & Châteaux Chefs from around the world would transform the Beverly Hills Hotel ballroom into their kitchen and host 1000 guests to an evening of great dining, exquisite auction items and a real-time media event. From invitations to event materials – including custom Limoges china gift plates and recipes of all the dishes presented – the evening launched the Relais & Châteaux brand to the Los Angeles wealth community.


Press coverage for Relais & Châteaux was substan- tial in the Los Angeles marketplace, $3,450,000 was raised for KCET and the evening became a repeatable model in Chicago, Miami and Dallas.

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