Scandic’s brand journey wins award in global rebranding competition

Scandic has worked hard over the past year to alter the image of the Nordic region’s hotel chain. The successful rebranding drive, conducted in collaboration with advertising agency Honesty, has been much appreciated by guests and team members. Scandic’s winning strategy has now been acknowledged in the prestigious international branding competition Rebrand 100 Global Awards 2013, putting it in the excellent company of other popular consumer brands such as Starbucks, Kellogg’s and Wrigley.

Scandic has entered an exciting phase of expansion that has involved implementing the new brand platform, based on the values Casual, Caring and Creative, across every part of the hotel chain.

In 2012, Scandic not only opened new hotels, but also embarked on one of the Nordic region’s most extensive hotel investments ever, with 40 ageing hotels, 21 of them roadside hotels, being given a complete makeover. It is here that the change has been particularly obvious. Now Scandic has been chosen as one of the winners in the Rebrand 100 Global Awards. The competition is unique in assessing the repositioning of brands against a host of different criteria. Scandic’s brand journey was awarded a ‘Distinction’.

-       This accolade confirms that we are most definitely on the right track, says Marie-Therese Helmertz, Marketing Manager Brand & Communications at Scandic. Our guests and our 7,000 team members like our new marketing communications, with the new graphic identity and tonality embodying our brand values Casual, Caring and Creative. The award also gives major international recognition to Honesty, the advertising agency that did all the creative work on the new brand platform.

For further information, please contact:
Marie-Therese Helmertz, Marketing Manager Brand & Communications Scandic, +46 70-973 50 17
Anna-Klara Lindholm, PR Manager Scandic, +46 709-73 52 31

Every day, Scandic’s 6,600 team members work with one single goal in mind – to make you feel welcome.
As the Nordic region’s most eco-friendly hotel chain we’re always focused on the environment, social responsibility
and accessibility. With 160 hotels in eight countries, 29,910 hotel rooms and a turnover of EUR 842 million, Scandic
is the largest hotel chain in the Nordic countries. We want to be more than just a hotel – Scandic is a place where
people meet, work and get inspired.


About Us

Scandic is the market leader in Nordic hospitality with an network of almost 230 hotels with 45,000 rooms in seven countries and run by 15,000 team members. Scandic Friends is the biggest loyalty program in the Nordic hotel industry with 2 million members. Responsibility is a part of Scandic’s DNA and Scandic is the ‘best hotel brand’ in the Nordics (BDRC 2014).


Documents & Links