The Challenge
You’ll have to spend a few minutes on the Stay in Savannah website before you realize it’s a booking engine for North Point Hospitality, a hotel builder and management company primarily for Hilton and Marriott brands. The site is a clever way for the company to bolster reservations. Our initial challenge was to establish an identity and web experience to lift up the brand. Subsequently, for the last several years, we have been driving traffic to the site and building a library of relevant content to engage travelers.
Deliverables
- Brand Positioning
- Brand Platform
- New Logo
- Visual Identity
- Style Guide
- Online Web Strategy
- Content Curation
- User Experience Design
- User Interface Design
- Development
- Omnichannel Campaign
- Social Media Strategy
- Social Posting
- Integrated Media Plan & Buy
The Ignition Process
Discovery
In speaking with key stakeholders, we learned that North Point Hospitality takes familiar hotel brands to the next level to build the best products in the category. The Doubletree in Savannah, for example, is unlike a Doubletree anywhere else. In researching Savannah, we discovered that the city blends southern charm with modern amenities. Neither the current branding nor the web experience reflected the feeling of a visit to Savannah at a Northpoint property.
Strategy
The new brand platform positioned Stay in Savannah as a modern retreat in an old world. The brand identity incorporates the characteristics of Savannah itself as a modern city with a classic exterior. This messaging is reflected perfectly in the technological offers their hotels offer like room reservations and mobile check-ins while being located in the heart of the classic historic district of Savannah.
Creative
The new brand identity feels clean and modern with a timeless quality that honors the city of Savannah. The square shape of the logo hints at the numerous squares that define the city. A classic palette of gold, gray and robin’s egg blue suggests modern elegance. For the website, we elevated the user experience by simplifying navigation, adding more useful content and reflecting the new, sophisticated brand identity.
Metrics & Refinement
After the successful launch of the new brand campaign and the new website, we started a paid and unpaid marketing campaign to improve SEO rankings and ultimately increase bookings.
