Positioning | Guest Experience
Cape Grace
Recently renovated and now proudly part of the Fairmont family, Cape Grace is a true gem on Cape Town's iconic V&A Waterfront. Renowned for its exceptional hospitality and consistently ranked among the best hotels in the world, this property has undergone a transformation that preserves its legacy while elevating its guest experience. While the renovation was still underway, the Polly team traveled to South Africa to collaborate with Cape Grace’s remarkably close-knit team. Together, we worked to define the renewed spirit and ambition of this iconic property, ensuring it remains a beacon of luxury and authenticity in the region.
Positioning Statement
“A graceful icon, crafting bespoke journeys into the essence of the Cape”
This statement perfectly captures the identity of Cape Grace. The term “graceful icon” is a nod to the property’s name while reflecting its warm, attentive service and enduring status as a symbol of excellence. “Crafting bespoke journeys into the essence of the Cape” highlights the property’s role as a gateway to authentic, tailored explorations of Cape Town and its breathtaking surroundings.
Our Approach
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We immersed ourselves in Cape Town’s vibrant culture, stunning landscapes, and unique terroir. Through a series of in-depth interviews, we also explored the property’s strong and deeply rooted culture to ensure our work reflected its essence.
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A two-day workshop brought the team together to co-create the property’s story and define a forward-looking ethos for service and guest experiences. Building on Cape Grace’s already outstanding reputation, we shaped a vision for the future that honors its heritage while embracing new opportunities.
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The end result was a beautifully illustrated positioning deck that articulated the property’s story and provided a clear roadmap for delivering an elevated guest experience.
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Polly continues to provide support with storytelling, brainstorming names, and crafting narratives for the property’s new restaurant venues, ensuring every detail aligns with the Cape Grace ethos.
