Following a $25 million stem-to-stern renovation, Little Rock’s Capital Hotel reopened — right into the teeth of the worst economic storm to hit the United States in generations. Sales and “buzz” were disappointing. The new Capital Hotel needed to re-energize interest, engage the locals and clearly differentiate itself not only from its competitors, but also from its past.
REDEFINITION AND DOUBLE-DIGIT GROWTH
Following a $25 million stem-to-stern renovation, Little Rock’s Capital Hotel reopened – right into the teeth of the worst economic storm to hit the United States in generations. Sales and “buzz” were disappointing. The new Capital Hotel needed to re-energize interest, engage the locals and clearly differentiate itself not only from its competitors but also from its past.
Leading hotel management through the development of our proprietary Brand Leadership Frames, we helped the leadership team crystallize and articulate its unique brand proposition.
This theory had to be activated though, and was through all-employee meetings, new print, radio, airport and television ads, and fresh online environments featuring its food story.
The employee population engaged immediately in the brand story, recognizing the truth of how it captures and articulates the property’s DNA. The regional market responded almost immediately – lifting year-over-year food and beverage sales by +29% within three months of launch. As locals refer guests, occupancy and room revenue continue to climb – supporting a rate differential as high as $75 a night.
Tactics:
- The Brand Navigator System
- Culture work
- Mutimedia
Outcome:
A multimedia campaign was launched in Arkansas and surrounding states and the regional market responded almost immediately – lifting year-over-year food and beverages sales 29% within three months of launch. As locals refer guests, occupancy and room revenue continue to climb – supporting a rate differential as high as $75 a night.
