A New Kind of Stay: Boutique Hotel Launch
Client: Choo Communities
Role: Marketing Director 2020-2022
When I joined Choo Communities, my initial task was to define and develop the brand beyond its existing logo. Through in-depth discussions with the owner and the executive team, I created a comprehensive brand strategy to position this boutique hotel with 111 suites as the most unique, elegant and convenient place to stay in Ottawa.
Brand Development
I developed critical visuals and logo variations, created a new tagline: “A New Kind of Stay” and defined unique selling points. To establish a boutique feel with moody vintage vibes, I collaborated with cinematographer Santiago Trugeda, photographer Francois Mittins and drone photographer Ottawadrones (Eric Laporte). The results was a series of poster images and a dramatic brand video that set the stage for the experience.
Marketing Mix
Alongside a talented marketing team, I developed a range of communication tools: Branded welcome cards for guests, E-commerce website, signage (canopy logo, clings, a-frame, breezeway, and Sparks Street), digital advertisements, e-mail marketing campaigns and launched the social media accounts (Instagram, Facebook, TikTok).
PR
The strategic partnerships formed to bring this brand to life have contributed significantly to reStays’ current prestigious status in the market. This includes an exclusive ambassador agreement with Katie Hession of @yowcitystyles and many other influencers who have helped spread the word in key surrounding markets. Strategic press releases and digital backlinks further helped increase awareness and our domain authority. See below related links.
Another multi-faceted approach that successfully positioned a hotel in a category of its own during challenging economic times, with a year-over-year increase in e-commerce sales results.
