Anaheim Majestic Garden Hotel

Anaheim Majestic Garden Hotel Rebranding and Hotel Launch

Rebrand a national chain resort as an independent hotel 45 days before prime lodging season (summer) in a location dominated by national brands, while keeping occupancy and revenue. The new independent hotel would start without a database of past guests and all guests on the books were being contacted to move to another brand hotel within one mile. 

In essence, the hotel was starting with a property and that was pretty much it.

Approach

  • PHASE 1: BRAND DEVELOPMENT
    • Research/SWOT comparison/analytics
    • Name research and commitment
    • Create brand identity
    • Mission/Promise/Pillars
    • Create brand story
  • PHASE 2: EXPANSION OF BRAND AND LAUNCH PREPAREDNESS
    • Concept and create campaign for outreach and in-house use
    • Design and develop website and prepare for quick launch
    • Develop advertising launch budget with the intention of increasing ROI and awareness, and build database
    • Develop regional initiatives to spearhead word of mouth
    • Disengage from national brand and launch website, reservations and outreach within hours of national brand removal

Tactical/Execution/Media

  • Launch brand through print, broadcast, internet, website, on-site collateral, social media and public relations targeting main markets
  • Create a strong visual identity
  • Develop database through contesting and email outreach
  • Build social media pages and establish followers
  • Create special offers to entice bookings
  • Develop online tracking for future outreach efforts

We took an aggressive approach by starting the branding outreach three months prior to the official launch with a Disneyland Trip Giveaway. The giveaway allowed us to establish a landing page before we could legally launch a full website. The giveaway landing page also gave us the ability to track visitors for retargeting, capture emails, develop a database, and soft-launch the brand months before we were ready to open officially. Then we hit the ground running with a fully integrated plan and an upbeat, exciting message when the hotel officially dropped the national brand.

Results/Conversions/Engagements/Sales

  • Ended the year with higher occupancy and revenue than when property was under the national brand umbrella, despite starting with nearly zero reservations
  • Hotel continues to out-perform national brands in the Anaheim area YoY
Anaheim Majestic Hotel Print Ad
Print Ad Rate Promotion
Majestic Hotel Rendering

30-Second TV Spot

Ready to chat? Let’s do this!