UC Berkeley Extension Digital Marketing Creative Brief Kimpton Imagery Hotel

Transcription

1 UC Berkeley Extensin Digital Marketing Creative Brief Kimptn Imagery Htel Business Name: Kimptn Htels and Restaurants, fcusing n the Kimptn Imagery Htel Primary Cntact: Sarah Thmpsn Prject Name: Kimptn Imagery Htel Grand Opening Event A Lcal Welcme (ALW) Marketing Elements and Timeline: Website launch: March 1, 2018 A Lcal Welcme prmtin hsted n the website: April 1, 2018 May 30, 2018 This nline prmtin includes a cmplimentary lcal bttle f wine in yur rm upn arrival hand picked by ur Master Smmelier, Emily Wines, and a cmplimentary ticket t A Lcal Welcme (ALW) event Htel pening: May 1, 2018 A Lcal Welcme event: June 2, 2018, 5PM 10PM ALW will hst 20 lcal wineries, eateries and bands in the curtyard next t the pl deck t shwcase their prducts t attendees $75/persn Ticket includes: 3 drinks at GSM (the n-prperty wine bar) and unlimited tastings at the lcal vendr bths Backgrund / Overview Kimptn Htels and Restaurants is a luxury butique htel brand, brn and raised in San Francisc, Califrnia. At this time, their primary market is the United states, but they have htels scattered acrss the wrld in Eurpe, Asia and the Caribbean. Each Kimptn htel is unique with its wn name, brand, and persnality. Mst htels are paired with ne r mre restaurant/bar s that bring t life their wn culinary cncept attracting lcals and guests alike. Kimptn s typical custmer prfile are men and wmen between the ages f Their guests are business peple lking fr a uniquely persnal experience when travelling fr wrk and fr pleasure. They are typically cultured, music-lving, fdies wh are accepting f all peple. Since the beginning f time, Kimptn has been dedicated t a level f scial and envirnmental respnsibility that aligns with their guests, their emplyees and their cmmunities. They partner with nn-prfits like The Trevr Prject, N Kid Hungry, and Clean the Wrld t live up t t their scial respnsibilities. Kimptn Imagery Htel is the newest member f the Kimptn family, making a name fr itself in a brand-new market fr Kimptn Napa Valley, Califrnia. The clsest Kimptn is in San Francisc. Kimptn sits in the luxury butique htel space, ranging frm 3 t 5 stars depending n the lcatin, the wnership grup and the space. Kimptn Imagery Htel is ranked as a 5-star butique luxury htel, with an average rate f $500/rm. Cmpetitrs in the area include Las Alcbas Napa Valley, Calistga Ranch, and the Westin Verasa. Kimptn Imagery Htel is pening n May 1, After the pening craziness dust settles, many activatins are ging t be initiated in May t bring awareness t its grand pening. A Lcal Welcme (ALW), is an event being hsted n prperty n Saturday, June 1, that brings tgether the lcal cmmunity and incentivizes peple t cme visit and stay at Kimptn Imagery Htel. The gal is t sell ut all 75 htel rms n this weekend as well as sell ut all 200 event tickets.

2 Campaign Objective A Lcal Welcme at the Kimptn Imagery Htel aims t attract the Napa Valley cmmunity and visitrs t this new htel and their utdr wine bar, GSM Bar. It is als meant t bring tgether lcal businesses t prmte their prducts. ALW will be in the utdr curtyard f the Kimptn Imagery, where GSM Bar is lcated. Ten lcal wineries and eateries (4 wineries, 6 eateries) have been invited t set up a bth and serve their prducts t attendees. Tw lcal bands will be perfrming in the evening. Included in the ticket is ne cmplimentary wine flight at GSM and ne cmplimentary fd/drink at each f the 10 bths. Here are the measurable gals: 1. Sell ut the htel (75 rms at Best Available Rate) 2. Sell ut the ALW tickets (200 tickets at $80/persn) 3. Bring in $1,000 f revenue t GSM T get peple t bk a rm at the Kimptn Imagery Htel, a special ffer will be prmted nline. If smene bks this special ffer, they will receive: a cmplimentary ALW ticket t the event a cmplimentary bttle f wine handpicked by ur n-site Master Smmelier, Emily Wines, in their rm upn arrival T spread the wrd t individuals wh dn t necessarily want t stay the night at Kimptn Imagery, there will als be prmtins that fcus n the event and GSM Bar. Target Audience (The Muse) Since every Kimptn htel has its wn persnality and brand, part f the prcess behind creating this brand identity is develping a muse fr each htel. This muse defines the ideal guest at a specific htel and the audience that the htel tries t capture with its design, n-prperty experience, digital experience and mre. This keeps the htel s presence cnsistent n each channel. The muse fr Kimptn Imagery is Lila. Lila is a 36-year-ld wman wh was brn in raised in Napa Valley, but nw lives in San Francisc with her husband and daughter. She wns a digital design agency that fcuses n high-end, San Francisc restaurant clientele. Her salary is ~$200,000/year. Cmbined with her husband s salary, they have a husehld incme f ~$350,000/year. She lves internatinal travel and immersing herself in different cultures, but she als enjys lcal travel with her husband and daughter. She is a master fdie and enjys researching and experiencing new restaurants and pp-up culinary experiences in the area. She spends her weekends in the hidden gems f the Bay Area and Nrthern Califrnia Cast such as Carmel, Big Sur, Healdsburg, and her hmetwn, Napa. Her persnal style is relaxed but refined. She appreciates cmfrt intertwined with minimalistic, high-end style.

3 Lila is a supprter f small businesses and San Francisc-based cmpanies that prvide a unique experience (bth in persn and digitally) and it shws in the brands she s lyal t. Sme f her g-t brands are Marine Layer, Audi, Madewell, Cuyana, Warby Parker, Gp, Away, Brklinen, and Parachute Hme. Three ways t describe Lila are: 1. Lcally immersed 2. Fcused n minimalistic style 3. Relaxed and refined Prduct / Service When prmting ALW at Kimptn Imagery Htel, the campaign will fcus n a few unique factrs: 1. The Kimptn Imagery Htel is a brand-new butique htel in wine cuntry. 2. It s als the first Kimptn in this space. Kimptn prvides an unparalleled butique persnal experience t its guests. 3. The event supprts lcal businesses. 4. The event is ging t happen in late-spring during twilight hur. This is the best way t kick-start summer with gd fd, drinks and live music. Highlighting all f this shuld drive lcals and visitrs t Kimptn Imagery Htel and t ALW. Reasns t Buy Kimptn Htels and Restaurants has a reputatin fr prviding a luxury withut the attitude experience. Each htel is beautifully designed, and every rm, bathrm, lbby, and nk is carefully thught ut, designed and brught t life. Kimptn emplyees are knwn fr their persnable, welcming attitudes and are the heart and sul f each htel and restaurant. Specifically, Kimptn Imagery Htel is lcated just utside the twn f Napa Valley, hidden in between rlling hills and luscius grape vines. Each f the 75 rms has its wn wine-cvered terrace, views f the valley, plush furniture and beautiful, mdern rm decr. The htel als has a pl and pl-side wine bar, GSM, with a large deck and grass area attached t it t hst weddings, parties and events. Emily Wines, Kimptn s master Smmelier, lives in the cmmunity and hand picks each wine that is sld at GSM. The lbby Is bright and filled with greenery, lcal art and high, pen ceilings. A rustic fireplace sits in the center f the lbby t ffset the mdern, minimalist vibe and is surrunded by cuches, chairs and cmfrtable seating fr guests t sit at and get lst in. Visitrs can fllw wine trails with the PUBLIC bicycles t wineries scattered nearby fr a lcal wine experience. Channels & Timelines Website Launch: March 1, 2018

4 - Cst: $15,000 - Kimptn htel website example: This is the layut f each htel website - Special ffer page example: This is the layut fr a special ffers page. The ALW special ffer tile will live n this type f page. This will becme the landing page fr paid ads. The ther landing page used in paid ads will be built t highlight the event and sell tickets - Purchase dmain: December 1, 2018 kimptnimageryhtel.cm - Hire a cpywriter wh has been trained n the Kimptn vice t write cpy fr the website: December 1, Htel website kick-ff call: December 15, 2018 Invite: The prperty team, the brand team t present the muse and brand dashbard, develpers, cpywriter, restaurant brand team t present the wine bar cncept, field digital team, SEO agency - Htel renderings created: January 5, 2018 These images will be used n the site until the htel is cmpleted and real phts are taken - Stage rm phtsht: January 10, 2018 These images will be used n the website until mre phtshts take place - Build master plan fr develpers: January 20, 2018 Sitemap f each page, every piece f cpy, imagery, URL s, meta-data, keywrds - Launch site: March 1, 2018 Scial Media Channels: December 1, Instagram: Launch n December 1, 2018 Three mnths befre website launch Tease the htel lcatin, name and pening date with psts Prmte this accunt n ther Kimptn htel accunts and the Kimptn brand accunt - Facebk: Launch n December 1, 2018 Mirrr Instagram psts with psts abut the htel lcatin, name and pening date Prmte this accunt n ther Kimptn htel accunts and the Kimptn brand accunt Accunt Name: Kimptn Imagery Htel - Ggle+: Launch n December 1, 2018 The primary purpse f creating a Ggle+ accunt it t build the Ggle Knwledge Graph fr the Kimptn Imagery Htel AdWrds (Display + Search): March 1, 2018 aligned with website launch - Set up AdWrds accunt - Mnthly budget: $1,000 - G live: March 1, Search Ads Tpic 1: A Lcal Welcme Event A/B testing with tw ads

5 Landing page: This will be a page n the site describing the event CTA: Purchase Tickets > Link t the Eventbrite t purchase tickets Tpic 2: A Lcal Welcme htel special ffer A/B testing with tw ads Landing page: This is the page n the htel site dedicated t special ffers There will be an ad tile n this page t bk a htel rm with this special ffer a cmplimentary ALW ticket t the event a cmplimentary bttle f wine handpicked by ur n-site Master Smmelier, Emily Wines, in their rm upn arrival CTA: Bk Nw > link t the bking engine t bk rm - Display ads Wrk with Kimptn Design Studi t create banner ad assets Use a stage rm image Highlight the ALW special ffer Landing page: This is the page n the htel site dedicated t special ffers There will be an ad tile n this page t bk a htel rm with this special ffer a cmplimentary ALW ticket t the event a cmplimentary bttle f wine handpicked by ur n-site Master Smmelier, Emily Wines, in their rm upn arrival CTA: Bk Nw > link t the bking engine t bk rm Target Audience: Partner with Tabla t distribute this display ad t audiences that have a demgraphic similar t guests wh bk rms at the Kimptn Canary Htel in Santa Barbara Target peple wh live alng the Nrthern Califrnia Cast *The Kimptn Imagery Htel is a fictinal htel. The purpse f this cncept is t have a relevant subject fr the Digital Marketing Class prject at UC Berkeley Extensin Prgram that aligns with my career prgressin as a Digital Prject Manager at Kimptn Htels and Restaurants.