Coutettaz
I’d never pictured myself skiing. While my husband grew up spending winters on the slopes, the closest I’ve ever got to whizzing down a mountainside is walking to campus during Sheffield’s icy, hilly winters. Add a tote bag full of library books, and let me tell you; I was really taking my life in my hands.
That said, while writing the brand voice and website for Hotel Coutettaz – an historic manor house hotel in picturesque Morzine – I might just have convinced myself to give it a try. So grab a chocolat chaud, and prepare for a tale of winter romance. By the end, you’ll be desperate for a trip to the Alps.
‘Imagine returning from a long day on the slopes, cold-cheeked and exhilarated, to this. A door flung open on a crackling fire; warm smiles ready to sort whatever you need, no trouble; the tell-tale tumble of a cocktail shaker, beckoning you to a well stocked bar. And – is that dinner? That smells good. You can’t unbuckle your ski boots fast enough.’
‘About’ page — introduction
The former farmhouse of Hotel Coutettaz is the oldest building in Morzine. It’s romantic, idyllic, and exudes Alpine charm. Unsurprisingly, the summer books boom with weddings and celebrations – but the hotel wasn’t finding it quite so easy to cut through the chalet-dominated noise of winter.
Through refreshed messaging and voice and a new website they hoped to show that Hotel Coutettaz was a luxurious alternative to the classic chalet break, all while amping up the things they do brilliantly, especially food and service. With the positioning and visual and verbal direction set by the creative director, I established exactly what this sounded like in practice.
My brand voice complements and extends the premium cues of the visual brand. It immerses readers in the world of Coutettaz, casting the guest as the protagonist with second-person prose and evocative imagery that paints vivid pictures of the scenery, location, décor, food and drink. I’ve nixed the over-effusive adjective salad that often characterises the language of the luxury travel sector, plumping instead for richly detailed storytelling, inventive turns of phrase and carefully chosen, potent adjectives.
‘Cloistered at the bottom of the Hotel garden, you find it: a traditional Savoyard mazot, radiating pure Alpine charm. You climb the steps and push open the door to luxurious sheets and exposed wood; to beautiful views and evening sun. You’re not one for hyperbole. But there, tucked away in the calm and quiet, mountains stretching ahead of you – yes. Perhaps you would call it paradise.’
Room description
I never missed an opportunity to get creative, and that’s best evidenced in the room descriptions. Rather than churning out the usual basic rundown of features and amenities, I turn every introduction into a miniature tale that transports readers into the room and lingers over the most enticing details. In one room, ‘You heft your suitcase, with a decisive ‘fwump’, onto that sumptuous bed. Mine.’ In another: ‘you poke your head into the charming en-suite – and immediately make a date with that rolltop bath.’ In a converted cobbler’s workshop, ‘You can already imagine sipping hot coffee, curling with steam, as you gaze out of the window.’ Have a browse. You want to stay, right?
‘At Hotel Coutettaz, French flair meets English reserve. In our service, in our décor – and in our food. We let our flavours do the talking, carefully selecting ingredients and perfecting our recipes to create understated dishes that look beautiful and taste exceptional. Done right, even the simplest course can prove to be a standout delight. And here, invariably, it is. So whatever’s on the menu, you’ll leave your table full, happy, and dreaming of the next night’s dinner.’
‘Cuisine’ page — excerpt
The Coutettaz voice has both poise and character, conveying luxury, romance and fun. It’s self-assured, without being arrogant. A little ornate, without becoming pretentious. For those who have been there, done that, and got the salopettes, it’s a breath of Alpine-fresh air.