Hong Kong, September 18, 2017: The Executive Centre (TEC) is not just a traditional serviced office, but a space that facilitates connection, personal growth and professional achievement for its members. This is TEC’s promise to its 17,000 strong member base, communicated through their brand re-launch, which the company unveiled this week.
The new branding will more effectively convey The Executive Centre’s premium positioning and high-end serviced offices and coworking spaces. “It was important that our visual identity accurately represented the level of service and in-centre experience that our members have come to expect. The new look is reflective of The Executive Centre lifestyle”, said Chelsea Perino, Global Marketing Director, TEC.
A key element of the brand re-launch is to further foster a sense of belonging for The Executive Centre’s community of like-minded professionals. Through a program of thought leadership and lifestyle events, as well as a digital ecosystem that facilitates connection and growth both within TEC’s network and externally, TEC is reimagining a space that goes beyond the traditional. A space that grows with its members’ goals.
“Our Member Community Program is one of the key differentiators that we are most proud of”, said Paul Salnikow, Chairman and CEO of the privately held group. “Not only does it increase member loyalty, but it changes the way we think about work environments. TEC isn’t just creating offices, we’re developing an integrated work-life experience that allows our members to feel like they’re part of something bigger, which positively affects both personal and professional growth and satisfaction. With over 17,000 members as part of the TEC community, we have the unique ability to connect like-minded business and individuals.”
Salnikow has led The Executive Centre’s expansion in China, India and other high growth markets throughout Asia Pacific and the Middle East, generating 20% year-on-year growth for the company. Now Salnikow’s vision is to serve the way business professionals succeed, connect and thrivethrough high-end service, unparalleled insights from a global member network and experiences that elevate corporate culture.
The benefits of the Community Program for members of TEC are extensive, given most of TEC’s members are experienced professionals looking to expand into new cities and markets. Salnikow continued: “We’ve realised that we have a unique opportunity to leverage the expertise and insights from our member base, which we are going to focus on going forward”.
The objective of the brand re-launch, which includes new brand visuals, website and digital strategy is to more effectively convey the brand’s premium proposition and elevated in-centre experience.
“Previously our messaging was too functional – we focused on locations, products, and services, without any underlying ethos for TEC. Listing our products and services was easy but it didn’t explain why TEC is different. We want our members and potential members to know who we are and what we stand for, not just what we sell – we are creating that story now”, Perino said.
By understanding who their members are and what messages resonate with them, The Executive Centre have been able to generate a more meaningful and differentiated proposition. Perino continued: “We don’t have clients, we have members. Our members already have an elevated level of expectation and discerning taste, which is why they come to TEC in the first place. Our job now is to not only reflect that set of values in everything we do, but also exceed those expectations. Our community is composed of people who are hungry to succeed in their profession, but are also looking for a certain kind of lifestyle. We help them to achieve both.”
About The Executive Centre
The Executive Centre (TEC), opened its doors in Hong Kong in 1994 and today boasts over 100 centres in 28 cities and 13 countries. It is the world’s fourth largest serviced office business with annual turnover in excess of US$170 million.
The Executive Centre caters to ambitious professionals and industry leaders looking for more than just an office space – they are looking for a place for their organisation to thrive. TEC has cultivated an environment designed for success with a global network spanning Greater China, Southeast Asia, North Asia, India, Sri Lanka, the Middle East, and Australia, with sights to go further and grow faster. Each Executive Centre offers a prestigious address with the advanced infrastructure to pre-empt, meet, and exceed the needs of members. Walking with members through every milestone and achievement, The Executive Centre empowers ambitious professionals and organisations to succeed.
Privately owned and headquartered in Hong Kong, TEC provides first class Private and Shared Workspaces, Business Concierge Services, and Meeting & Conference facilities to suit any business’ needs.
For more information please visit www.executivecentre.com