Hotel Derek Brand Campaign Case Study

Since opening in January 2002, Hotel Derek has become known as the Texas hotel tailor-made for today's demanding business traveler. The first contemporary hotel in Houston, Hotel Derek brought modern conveniences and upgraded luxuries to travelers — complimentary high-speed Internet access, two-line cordless phones, firm and pillow top mattresses, goose-down duvets — all presented in a crisp, calming, stylish atmosphere.

Challenge:

The hotel will launch a new restaurant concept and undergo a renovation. But, the brand mystique has faded just a bit as the newness has worn. It is time to re-energize the brand! Ford and Company was hired to strengthen the overall brand identity. A new creative campaign was developed as well as ongoing media relations activities.

Objectives:

• Develop a creative position for Hotel Derek which capitalizes on the hotel name and helps build brand loyalty with key target audiences.
• Generate on-going media interest in the hotel by keeping Hotel Derek top-of-mind.
• Re-energize the brand. Recapture the original brand mystique.
• Communicate unique offerings such as Lady Pink rooms and the hotel’s pet friendly accommodations.
• Work with Hotel Derek marketing and management to develop a strategic plan to achieve sales goals for wedding, group meeting, social and weekend markets.

Advertising:

• Hotel Derek is renovating all of its rooms. A decidedly different look and feel—with luxurious linens, bright colors, vibrant carpets and accessories. The approach is a much more residential feel.
• The hotel has enjoyed reasonably good occupancy compared to the rest of the city. But, the original image of the hotel as the hip place to stay has faded a bit.
• The room renovation offers Hotel Derek with the opportunity to present a new face to its current clientele and to reach out to those who have not chosen the hotel in the past.
• Brand image is important. Experience is key. Hotel Derek does not want to continue to attract guests through promotional/value-driven marketing.
• An overall brand identity needs to be created which can be used consistently in all marketing. Sub-brands will be created to speak to the varying audiences to which Hotel Derek caters.

Public Relations:

Utilize media relations efforts to support key messaging and newsworthy happenings at the hotel. Such as:

• New room renovation
• Pet friendly—annual Project Derek Dog event
• Social—celebrity sight-ems
• Business—green meetings
• Leisure—party like a rock star, girl’s getaways, etc.


• Provide media with consistent and ongoing story ideas.
• Communicate unique offerings such as Pink Lady rooms, the hotel’s pet friendly accommodations and evolving green practices. Create targeted pitches.
• Insure that social media gets the “inside” scoop on celebrities staying at hotel for brand mystique.
• Business—green meetings
  

Next Steps:

We're keeping the details a secret for now. Stay tuned for:

• Social Marketing
• Website
• Business
• Lady Pink Rooms