HILTON FT. LAUDERDALE BEACH RESORT
Launching and branding a unique new property for Hilton
Hilton came to us as they were breaking ground on a unique, exciting property. This Hilton was to be their first beach property (technically across the street from the beach) in a prime location – North Ft Lauderdale. This property was different from other Hilton properties because of its location on the beach, plus the boutique, resort vibe they envisioned. It needed a fresh, vibrant positioning. Our positioning – "A true departure" fit the need perfectly. As we explained it was a true departure for the brand and the experience for the guests would be a true departure. They fell in love with the concept immediately and we went to work. We started with teaser ads to pique interest, developed collateral and a brand maintenance campaign for post opening. The property was an immediate hit and is one of their most successful launches.
The concept was perfect because the property was a true departure for the brand and the experience for the guests would be a true departure as well.
"Yes, that is the Hilton Ft Lauderdale Beach Resort" said the headline on these teaser ads, as the people in the ads gaze awe-struck at something off in the distance
"Yes, that is the Hilton Ft Lauderdale Beach Resort" . Even from an airliner a couple gazes at the property below
Ads that supported the property post opening
Pre-opening collateral clearly harkened a new breed of Hilton. A true departure for the brand and unique experience for the guests
Some post opening collateral, with original photography of the property
