Showcases

Marriott Gets the LA Touch

We were commissioned by the owners of the Marriott Los Angeles Downtown in mid 2007 to ignite an exciting subbrand for this well-known landmark downtown hotel.

The challenge was retaining the posture of the high-profile core brand while blending it with local initiatives that the ownership saw as vital to the future growth of the property. In addition, we had to stay away from too many actual photos of the exterior and interior of the property since the hotel will be undergoing a major renovation. Ownership sought to maintain historically steady transient business while enticing Los Angeles' strong ethnic markets to view the hotel as an extension of their community.

After months of study, it was Michael Wollner's insight on services that generated a trademark tagline: "You're not a Stranger Here." The tagline was designed to explicate a specific and unique relationship with all of the hotel's guests. It didn't matter how guests arrived (locally or long distance), the idea was to enlarge a positive reflection on the entire experience of being a guest at this hotel. It was also reminiscent of the core brand promise of the "Marriott Way" while emphasizing the fact that the hotel is local and that it caters to local markets, offering a familial touchpoint that communicates continuity of service beyond normal expectations. The main touchpoint for us became the human touch. Using the employees as part of the hotel marketing turned into a success both internally for the employee moral, and externally for guests.

Marriott Sample

We will also be in full swing at the The Lodging Conference scheduled for September 23 - 26, 2008 in Scottsdale, AZ. We're supporting the hospitality industry and making a substantial commitment as sponsor for this fall's trade event. We're known for our "fresh and smart" approach to ideas for hotel marketing offline and online, with top quality execution. Aside from our activities in marketing and positioning for hotels and resorts, we also work with owners - helping them and their asset managers guide their long-term management/ investment strategy and business planning. (Click here for more about the Lodging Conference)








Implement a 'high-touch' advertising and promotion campaign

What we needed next was a series of unique messages that specifically targeted experiential touchpoints (tangible experiences of this hotel) that were unique to each customer category (e.g., business travel, tourism, family, individual). For instance:

"The Geek's Touch" where we draw emphasis to technologically savvy resources like WiFi and other techy resources.

"The Event Planner's Touch" where we focus on in-house resources like professional certified event planners.

"The Chef's Touch" when we are looking to elevate dining and catering.

"The Local Touch" when we emphasize our natural 'local' assets and unique features of the hotel.

www.thelatouch.com

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