This document provides guidelines for various print collaterals and signage across Thomas Cook resort touchpoints. It outlines classifications for premium and non-premium resorts and specifies standard operating procedures. Marketing teams are responsible for design and approvals, while resort managers must ensure timely audits and adherence to guidelines for collaterals like menus, room folders, signage and more. Consistency across resorts is important to provide a seamless customer experience.

1. 1

2. Context
The following slides give information on SOPs, order/re-order
and responsibility information across all resort touchpoints
with regards to print collaterals.
All cluster managers/resort managers are requested to strictly
adhere to this. Timely audits by internal/external agents will be
conducted to ensure accuracy of implementation.

3. Some slides will see a mention of premium and non-
premium resort collaterals. Classification is as follows:
Premium resorts
Darjeeling, Dindi, Goa - Villagio, Kodaikanal (both properties), Manali,
Munnar, Mussoorie, Ooty (both properties) andYercaud.
Non-premium resorts
Corbett, Daman, Dharamshala, Gangtok, Goa - Club Estadia, Karwar,
Lonavala, Nainital, Puri, Sariska, Shirdi,Thekkady andYelagiri.

4. Marketing Organogram
A Thomas Cook & Fairfax Company4
Chief Marketing
Officer
Peshwa Acharya
Brand Marketing
Kavitha
Digital Marketing
Atalbihari
Sr. Asst. Manager
(Customer Engagement
& Communication)
Husena
Asst. Manager
(Customer Experience
Management)
Arjun
Asst. Manager
(Digital Assets, Social
Media)
Narayanan P.
Executive, Marketing
(Content)
(Vacant)

5. Resorts SPOC
A Thomas Cook & Fairfax Company5
Sr. Asst. Manager
(Customer Engagement
& Communication)
Husena
Asst. Manager
(Customer Experience
Management)
Arjun
Asst. Manager
(Digital Assets, Social
Media)
Narayanan P.
Entire South and East
1) Signage (all)
2) All other collateral requirements
Pan India
1) Holiday Activities
2) Events/celebration at resorts
3) Housekeeping
Entire North and West
1) Signage (all)
2) All other collateral requirements
Pan India
1) F&B
2) Spa
1) Online Reputation Management
(ORM)
2) All promotional content for social
channels
3) Trip Advisor and other review sites
4) Resort information on website and
other web channels

6. RESORTS LOGO ECOSYSTEM

7. •The resort logo is designed bearing in mind the ecosystem of design. Each resort is renamed and the logo designed bearing in mind the
theme of Nature. The logo symbolises an element of Nature that is native to the region the resort is located in.
Guidelines
•1) Projects and Resort Ops team to inform Marketing 3 months in advance of resort opening date (both leased and post renovation).
2) Resort names proposed and the inspiration from Nature being proposed is circulated for approval to the MD and other stakeholders
3) Once the resort name and logo inspiration is finalised, the design agency develops the logo design.
4) Final design approved by MD, CMO and kept ready for execution on various collaterals.
SOP
•Marketing for design
Projects/Pre-opening team/Resort Ops for passing information on renovation/lease and opening dates to marketing
3 months (includes design and approvals)
Responsibility and Time Frame

8. Restaurant logos ecosystem
8
All Day Dining
Yercaud
Daman
Karwar
Mussoorie
Fern Hill
By The Lake Munnar
Darjeeling
Dindi
Elk Hill Nainital
ManaliAgra
Corbett
By The Valley Club Estadia

9. •The restaurant logo is designed bearing in mind the ecosystem of design. Each restaurant name/logo is unique lending a taste of its
surroundings (eg: views from the restaurant, area/region the restaurant belongs to, tastes of the region, etc.).
Guidelines
•Apart from the completed restaurant names for all remaining restaurants, names will be proposed for approval to the MD and other
stakeholders
•Once the restaurant name is finalised, the design agency will develop the logo design
•For all new properties restaurant names and logos will be finalised and designed on priority
SOP
•Marketing for design
•Resort Ops partly
•1 month (includes design and approvals)
Responsibility and Time Frame

10. Lobby/Front Office Collaterals

11. Resort Lobby Template
• ‘Push the Frontiers’ with easy to make ‘Resort Lobby Presentations’. Most resorts have TV’s placed in common areas such as
the restaurant, lobby or holiday activities centre. Resorts can now design a professional presentation to play on these
screens and show off the many features/promotions that are available in the resorts.
• The templates have been designed with an emphasis on showcasing activities that are available inside and outside the
resort. Please click on the red box to view the complete usage document.
• Provision to cross sell nearby resorts is also available in the presentation. Eg: Munnar could encourage guests to visit our
resort in Thekkady during their stay. Activities in Ooty - Elk Hill can be promoted in the screens of Ooty - Fern Hill.

12. Data generation at front office through fish bowl activity

13. Letterhead and envelope
On finalisation of resort logo unit,
Marketing designs and gives artwork for
letterhead and envelope to Purchase
Resorts to place PO with Purchase for
required quantities.
Responsibility - Resort Managers for PO
and inventory management. Marketing
for design and artworks. Purchase for
processing request with vendor.
12 January 201613 *Only premium will get colour stationery. Rest will be black and white.
Letterhead
Letterhead
Envelope
Envelope

14. Baggage Tag
12 January 201614
FrontBackFront Back
Baggage Tag to be put on every
baggage of the guest at the time
of check-in. Name and other
details of the guest have to be
filled in compulsorily by the FO
team.
At the time of allotting room,
keycard has to be given to the
guest in this keycard pouch.
Resorts with key facility can
ignore this.
Note: Front office staff cannot and should not ignore these two collaterals as they are must-
haves and must-dos.
Order: Resorts to ensure enough
stock of these collaterals are
maintained at all times. Re-
ordering has to be done with
central purchase team ONLY.
Keycard Pouch

15. Feedback form
Dholak - Feedback form dropbox
Usage – Place the dholak at the
front desk along with the acrylic
stand which has an insert which
says “We dance to your tunes”.
Print – Artwork with purchase
hence, print orders have to be
given to purchase team centrally.
Dholak
Acrylic tent card
Feedback form
Note: Dholak dropbox should not be placed without the acrylic tent card as guests will not understand the context of the dholak.

16. Welcome Letter
Welcome Letters have to be given to all guests at the time of check-in (or the letter could be placed in
the room before the guest checks-in also) in the resort letterhead ONLY and duly signed by the resort
manager
Please download the latest welcome letters from this link -
https://drive.google.com/folderview?id=0By2iqH-1xssAU0NQemNXanRYRHM&usp=sharing
Ensure the following:
1) Name of all guests staying in the room is mentioned
2) Content mentioned is correct and is available at your resort
3) Any content changes made to the letters sent by brand marketing have to be approved by brand
marketing before roll-out by the resort
Note: Every room checked into should get a welcome letter. RMs have to ensure this process is followed diligently.

17. This is not a regular baggage tag.
This has to be used selectively and in a manner where it is best utilised.
The idea behind creating the special baggage tag was to give our guests something
from the resort which they would carry with them back to their homes and never part
with it until it gets worn out.
Resort Managers to instruct staff on usage of this special baggage tag. Staff can give out
this tag only on special occasions as a small gesture of appreciation to the guest.The
cost per baggage tag is around INR 38 so use it wisely.
Print – This has to be printed on Teslin. Printing has to be routed through central
purchase team ONLY.
Special Baggage Tag

18. Room Collaterals

19. Leatherette folder by the bedside
One sample of each
menu could be
viewed by clicking
on the .rar file
below:
*OTG is applicable only at OFH, MTG and KBTL. Spa menu is also applicable to resorts with spa
Usage instructions
 IRD menu (a 3 fold menu), Spa menu and OTG menu has to be inserted
in the leatherette folder and has to be placed in all rooms
It may happen that the IRD menu or the OTG menu is taken out by the
guest during their stay from the leatherette folder and is thrown around in
the room. It is the duty of the HK person to each time place it back in the
folder as shown in the reference image by the side.The leatherette folder
has been done to avoid clutter in the room and to organise all collaterals.
Procurement – Leatherette folder and printing of menus has to be done
centrally through purchase team.
Placement to be as shown in the image below ONLY

20. In-room dining service card (bon apetit card)
The idea behind creating the bon apetit cards was to create a feel good factor for guests who are choosing to
dine in the room.Tent cards have been created with 3 different messages so that messages are rotated in the
day.The messages are fun quotes about food with a clearance message on the back.
The acrylic stand with the tent card has to go on every service tray which goes to the rooms. In case of the same room
ordering multiple times, ensure difference messages are going as resorts have a choice of 3 tent cards.
Print: Artwork is common for all resorts and the same lies with purchase. All printing to be done with central purchase
team only.

21. Welcome pack tent card
The idea of this tent card is to inform guests that the welcome
pack is a welcome gesture from our side and it is
complimentary and will be kept in their room only on the day
of their arrival.
Usage:To be placed next to the cookie plate in the room.
Print:To be printed through Chennai as this is printed on
recycled paper.
Front Back
Geyser sticker
Usage:To be stuck above the geyser
switch for guest convenience.

22. Guest Services Directory (GSD)
Budget 2016 - 2017
Non-premium resorts GSD
Premium resorts GSDNon-premium resorts GSD comes with a
brown leatherette folder with inserts.
Premium GSD comes with a cardboard folder
with inserts.
Usage:
GSDs have to be placed by the bedside table.
• All resorts should ensure GSDs is placed in
every room. For resorts without GSD,
please inform brand marketing
immediately.
• Brand marketing will order GSDs for all
resorts as it involves content development.
This will be done in co-ordination with the
resort manager.

23. Bed linen card to be placed next to bedside telephone. There is only one bed linen card for members as well
FITs as bed linen is changed once in every 3 days as a process at the resorts.
Bath linen card is to be hung on the bathroom towel rack.There is a slit on the side of the card which would aid
HK person to place this on the towel rod. Place this in a way that the card would have better visibility and
would cause lesser disturbance to the guest.
Print of all above mentioned collaterals has to be done through purchase team in Chennai.These cards are must-haves in
each room. HK team to strictly adhere to usage instructions.
Clean My Room and Do Not Disturb cards have to
be hung inside the room on the main door.There
are two separate cards for each message.
Water conservation cards and DND/CMR door knob tags
Bed linen
Bath linen

24. Water bottle tag is to be placed on fresh bottles placed in
the room or at the restaurant.
Microwave usage tent card comes with an acrylic stand
and the same has to be placed beside the microwave in
rooms with dry kitchenette.
Print of all above mentioned collaterals has to be done through purchase team in Chennai.
Water bottle tag, microwave usage card and newspaper/laundry bag
Newspaper bag
Laundry bag:To be
placed in the cupboard of
every room

25. Member Privileges Tent Card
Usage Instructions:
The member privileges tent card has to be
placed in every room on either the bedside
table or on the study table, Flavours design has
to be front facing and Infant and Senior Citizens
facilities should be back facing.
Print:
To be printed in Chennai through purchase
team.
*Shirdi and Corbett will not have this tent card
as they do not have these facilities/offer.
Flavours with The SpaFlavours with Subuthi Spa Only Flavours

26. Sterling World Magazine and Housekeeping Slip
http://sterlingapps.in/sterlingworld/Oct15/
The HK slip has to be placed next to the telephone (after filling
the room number and attendants name) on the 2nd day of arrival
during room cleaning.
It need not be replaced everyday, unless there is a different
room attendant who has cleaned the room/or the slip is
damaged/misused.
This is more of a personalised service to our guest to know who
has cleaned their room.
Print: To be printed centrally with purchase team’s help.
Each time brand marketing comes
up with a new edition of Sterling
World, the same will be sent to
resorts and the resorts have to be
place the same in every room.

27. F&B Collaterals

28. À la carte menu
Usage: To be handed over to
guests who visit the
restaurant.
Print: Both folder, insert and
the string should be
requested and
printed/purchased only
through Chennai’s purchase
team.
Folder Insert
Menu folder
design could
be viewed by
clicking
below
Menu insert
design could
be viewed by
clicking
below
Note: Restaurant cannot run without this menu and in case of
damaged menu or missing menu, consequences will have to be
borne by the restaurant staff.
This menu is applicable to all resorts except Shirdi and Corbett.

29. Flavours special menu
Menu for premium resorts
Menu for non-premium resorts
This menu is applicable to all resorts except Shirdi and Corbett.
Sales support – Shortened menu to be
inserted inside GSD folder pouch.
For premium resort which do not have GSD
folder pouch should leave this inside the
IRD folder by the bedside.
Menu for premium resorts
Menu for non-premium resorts
Usage: To be handed over to
guests only upon explanation
to guests about the buffet
pricing. À la carte menu to be
shown first and then this
should be given as an option.
Print: Both main menu and
room insert should be
printed only through
Chennai’s purchase team.

30. National Pan Asian Restaurant Brand
30
Menu could
be viewed
by clicking
below
Pan Asian Restaurant Logo and Menu
Sales Tool
Menu Promotions
Tent
card/coupon/other
promotion
collaterals (to be
developed)
Usage: To be handed over
to guests who come in.
Print: Resort to indent
with purchase
Note: Restaurant cannot run without this menu and in case of damaged menu or missing
menu, consequences will have to be borne by the restaurant staff.
Signboard
A sandwich board
with logo pasted in
vinyl to be put up
for visibility.
(Resort to indent
purchase for the same)

31. Kids Menu
The menu is called ‘Jus 4 kids’ as it is communicative and brings out the fact that we do something special for our young
guests.The objective of having a kids menu placemat is to create guest delight for both adults and kids as adults will feel
that their kids are being looked after and kids will be thrilled as the menu is designed to appeal them, with nicely worded
dishes in the front and some fun games (themed with Save The Sparrow campaign) at the back.
For resorts with designated areas in their restaurant for serving young guests should ensure that ‘Jus 4 kids’ placemats are
placed on the table throughout the day, for other resorts the placemats should be brought to the table when the restaurant
staff sees a family with kids/group with kids enter the restaurant. The placemats are for one time use only as they have
games behind so restaurant staff has to ensure that the placemats are replaced after every meal. As Joyjit had mentioned, it
would be great if we have cutlery and crockery which would appeal to kids procured (please get in touch with corporate
purchase on this).The games overleaf the menu are fun and interesting, pencils and a few colour pencils to be placed by
the side of the tablemat for kids to try/complete the games.
Note: Last time we had 3 versions of the kids’ menu for breakfast/lunch/dinner.This time we have kept it at one for ease of
execution and also with one will be assessing impact and accordingly we could introduce other versions as next steps.
Complete
menu could
be viewed by
clicking here

32. 12 January 201632
To promote OTG, a service cart can go around the resort taking orders from guests
for their meals, picnics etc.

33. Blackboard with easel at the restaurant
12 January 201633
Objective: To
engage guests
through humour.
Placement:
Blackboard with
easel to be placed
at the restaurant
that will showcase
humorous quotes
and the “special of
the day”, or other
related information
12 January 201633
Quotes:
Cauliflower is nothing but cabbage with a college education
- Mark Twain
Ask not what you can do for your country. Ask what’s for
lunch - Orson Welles
Humor keeps us alive. Humor and food. Don't forget food. You
can go a week without laughing. - Joss Whedon
The discovery of a new dish does more for the happiness of the
human race than the discovery of a star - Jean Anthelme
Brillat-Savarin
Ice cream is exquisite, what a pity it isn't illegal - Voltaire

34. Cake Box
Resorts with bakery unit or baking facility
could use this design for their cake boxes.
This is a common artwork which is with
brand marketing. In case of requirement,
please get in touch with brand marketing.
Printing could either be done centrally or
locally. No resort can create their own cake
box design.

35. Bar menu
12 January 201635
Bar promo tent card
Complete
menu could
be viewed by
clicking here
All promotions
could be viewed
by clicking here
Resorts with a bar cannot and should
not operate without a bar menu
received from the corporate office.
Process:RM to alert brand marketing
with bar opening dates and a
tentative menu. Marketing to ensure
menu reaches the resort before the
opening.
Promo tent cards to be used to
generate revenue.

36. Flavours of the land tent card
36
Flavours of the land is a special menu to generate extra revenue
and to offer guests local delights for a wholesome holiday
experience.
Since this is a seasonal menu, RMs have to ensure that the right
menu is put up.The acrylic stands with the FOTL insert have to
be placed on the restaurant tables during lunch and dinner.
RMs to keep a track of the sales (menu engineering) and send
timely report to brand marketing.
Artwork: Brand Marketing
Execution: Corporate Purchase
Note:This should not be placed in rooms and in other
restaurants except the multi-cuisine restaurant.

37. DUNCH and Tiffins collaterals
All resorts to place DUNCH and Tiffins tent card on their restaurant’s
tables soon after breakfast for guests to refer.
Artwork: Brand Marketing
Printing: Centrally through corporate purchase
DUNCH cut-out: Photo opportunity prop

38. Holiday Activities Collaterals

39. Activity Schedule
About: Activity schedule is set by
every resort and the same is
designed and printed and sent to
resorts to giveaway to guests as
and when required.
Artwork: Brand Marketing
Printing: Can be done locally or
centrally
Responsibility: RM/HA manager

40. Save The Sparrow collaterals
The Save The Sparrow Kit has been sent to all resorts.
Kit responsibility at the corporate lies with purchase. Kit
responsibility at the resort lies with the resort’s HA
manager.
Inventory has to be maintained in the system which is the
duty of the resort purchase manager and the accounts
manager.
Kit cost – INR 750/- (all resorts to follow this pricing and not
otherwise)
Display standee to be
placed in the HA
centre ONLY
Posters to be put up
only during the
workshop

41. Save The Sparrow workshop flow
Children/adults to be assembled at the Holidays Activities centre
A demo kit to be ready for display (demo kit to contain jute bag, bird house, bird
bath with rope along with info booklet and instruction manual)
Children to be taken through the presentation
Soft bird chirping sound to be played while the presentation is going on
After the presentation, children to be taught how to make a bird feeder
Audience to be taught to make the bird house and how to take care of it
Kits to be displayed for sale post this. Encourage audience to purchase the kits
Young
Guests
Parents of
young
guests
Guests
holidaying
at the
resorts
Groups
Target audience

42. Spa Collaterals

43. Spa Menu
12 January 201643
Usage: To be made available
at the spa and handed over
to guests who visit the spa.
Artwork: Brand Marketing
Print: Through Chennai’s
purchase team.
Menu folder
design could
be viewed by
clicking
below
Note: Spa cannot run without this menu and in case of damaged
menu or missing menu, consequences will have to be borne by
the spa staff.

44. Spa Support
44
Sticker
Standee
Signage
Consultation guide
Collateral Usage instructions
Spa signage
(1.5ft x 1.5ft)
To be mounted on spa entrance wall
Standee To be placed at the front office
Spa
consultation
guide
For spa staff usage
Welcome letter
stickers
To be placed on every welcome letter, in
the space available at the bottom right
corner
In-room menu
card
To be placed in every room inside the
IRD folder
In-room
menu card
files for
view

45. Resort Signages

46. En route direction signage
En route direction signages are critical and should be in place at all
resort destinations as these help both customers as well the resort in
gaining visibility in the destination.
Quantities: Should be fixed by RM, Miguel and Ashish in co-ordination
with brand marketing.This completely depends on budget and existing
direction signages available at the resort.
Artwork:With brand marketing
Execution: We have 3 vendors across India and in case of direction
signage requirement, RM/projects to inform brand marketing and take it
forward.
Resort Manager to identify en route locations for
direction boards and send identified locations with
position/size of board clearly earmarked on a
photograph.The marked images should be
accompanied with a Google Map as well.
Resort Manager’s responsibility to obtain
necessary permissions from local govt. authorities
and/or private owners for placement of board.
Marketing executes and dispatches boards (with
Purchase) as per budget sanctions and resort
submitted locations/size
Placement of board and maintenance resort
responsibility.
Process

47. Resort Entrance Signage
Identify location for resort’s entrance
signage – Marketing, Projects,
Resort Manager
Projects to give Marketing
measurements for commissioning
civil drawings for approved entrance
signage design and location
Marketing to hand over civil
drawings as per measurements,
including material specs to Projects
for execution.
12 January 201647
Process

48. In-Resort Direction Signage
All in-resort signs
(room blocks, way
to facilities, etc.) to
be mapped by
architect, projects,
RM and map to be
handed over to
marketing for
signage design.
Location of signs to
be approved by MD,
Resort Ops and
Marketing.
Projects to give
Marketing
measurements for
all in-resort
direction signs as
marked on the map.
Marketing to brief
design agency to
design in-resort
direction boards.
Post approval of
designs by MD,
Resort Ops,
Marketing to hand
over artworks as per
measurements
given by Projects.
Marketing to also
finalise material
specs with Projects.
12 January 201648
Signages have to be part of the checklist used when contracts
signed for leased resorts.A similar process has to be followed at the
time of finalising renovation plans for owned resorts.

49. Pool table house rules, gym rules & food allergy signage
Execution: A sandwich board for all
three with the message as an insert.
Where? Food allergy sign to be put up
at the restaurant.House rules for the
pool table should be mounted on the
wall near the pool table. Gym rules to
be mounted at the gym.
Reason: These are important guest
information collaterals and these must
be put up without fail.
Order: These can be either done locally
or ordered from Chennai. Artwork for
these lies with marketing/purchase.

50. Swimming pool rules signage
Swimming pool rules are of utmost importance.
No swimming pool in any resort should run
without a swimming pool rules signage.
Procurement: Should be done through onsite
projects/purchase teams.
Execution: To be executed on ACP sheet with
vinyl stickering.
Artwork: With brand marketing. RM to get the
same from brand marketing in order to execute.

51. Renovations in progress signage
This signage has to be put up at resorts which
are undergoing renovations.
Execution: Should be done through onsite
projects team. A flex should be printed and
mounted in the area which is undergoing the
renovation.
Artwork: With brand marketing. Projects to get
the same from brand marketing in order to
execute.

52. 52