Crafting a new story for a storied NY hotel
The Algonquin Hotelalgonquinnycweekend.com
The Algonquin Hotel -- a New York City landmark with over 100 years as a gathering point for New York City’s cultural and artistic luminaries -- was struggling to connect with a younger audience and increase their weekend package bookings.
- Message Development
- Web Development
Brand Development Story
Even with a premier midtown location, venerated history and a top-to-bottom renovation, the hotel faced new competition from younger, hipper boutique hotels. This was having an impact particularly on weekend getaways popular with a young professionals and empty-nesters. In conjunction with Hitchcock Partners consulting, we crafted a highly visual communications strategy aimed directly at the younger market that personalized the unique character of the hotel.
Building an Online Foundation
Our strategy was centered around an immersive storytelling website that followed two distinct New York City adventures: A girls weekend and a romantic getaway.
These storylines were designed to capture the Algonquin’s history and grandeur with the entertaining lifestyle of today’s travelers.