St Giles came to us looking to rebrand its boutique hotel collection and build an in-house marketing team. Although the St Giles boutique hotels are located in the most popular tourist cities across the globe, its properties were overshadowed by brand giants in the highly-competitive hospitality industry. Each location was operating with its own marketing direction, and overall awareness was low. They needed to work together under a strategic creative direction to pull off a unified brand strategy that would include all digital and print marketing collateral and several sophisticated campaigns.
Bringing a fragmented hotel collection into focus with one central theme
360 Degrees of Be Central. Be St Giles.
To really understand what “Be Central. Be St Giles.” was all about, people had to feel what’s it like to explore and absorb the sites around them. We needed to show all 360 degrees of the locations. That’s why we launched the first-ever VR 360 UGC campaign, putting cameras in the hands of guests and social influencers. Their shared content would allow everyone to have the “Be Central. Be St Giles” experience.
Re-thinking every touchpoint
To transform St Giles into a new brand experience, we created a new look and feel for all its marketing collateral, both print and digital. We designed a new logo, on-site signage, and all guest touchpoints, including menus, keycards, letterhead, and countless other print materials. On the digital front, we designed and built an entirely new site and a mobile application with 360-degree player technology, a friendly UX, and direct booking capabilities.
Rebrand: A central theme
We began with a question: what does each property have in common? To find out, our team traveled to St Giles locations around the world. We returned to with a good amount of content, a serious case of jet lag, and an idea that would become the cornerstone of the rebrand. From London’s historic West End to Australia’s Financial District, every St Giles location sits at the center of it all. “Be Central. Be St Giles” would become our North Star.
Instagram Strategy and Management
The guest journey often begins with a search, reading reviews, visiting the website, then checking out Instagram for a deeper dive. We developed an overall creative and data-driven strategy that would take the audience on a unique visual journey aligning with the rebrand. The St Giles Instagram page was relaunched with new campaigns, UGC, and stylish stills that served as an extension of the website.
Go Solo. Go St Giles.
To broaden St Giles’ reach, we launched a campaign honing in on the oft-overlooked solo traveler. We produced a series of funny and slightly irreverent campaign videos for “Go Solo. Go St Giles.” that spun-out a series of supporting social media assets- short-form video cuts, gifs, stills, and Instagram Stories content.