The Capital Hotel, a storied four-star establishment that has been a tourist mecca for over a century, floundered following a costly and high-profile renovation. The Capital worked with Thoma on a brand research initiative that unearthed several issues facing the hotel. Through a highly collaborative effort, Thoma created a brand position that re-captured the essence of the brand, taking this message into a variety of media that led to an almost immediate uptick in sales.
