Celebrating Denihan’s fifty years in hospitality, we paralleled their art to the painstaking craft and art form of calligraph … showcasing the time, care, planning and attention to detail it takes to create a beautifully inviting hotel. The depth of this art form translates into Denihan's Art of Hospitality.
BACKGROUND
A premier player in the lifestyle hotel space, Denihan Hospitality is a privately-held, full-service hotel management and development company, with boutique properties in major urban US markets.
MY ROLE
I was brought in to celebrate and commemorate the Denihan family's anniversary; fifty years in the hospitality industry. As such, I launched a comprehensive internal brand initiative, embracing and celebrating the family and their commitment to the industry.
THE POSITIONING
The strategy to support this project was to speak to the idea that true hospitality is a craft; the care and attention to detail Denihan takes, nurturing its brands, properties, and associates, translates into a strong guest following. Hence The Art of Hospitality.
THE CAMPAIGN
A multifaceted campaign that kicked off with a film, paralleling the precision driven art form of calligraphy with the Denihan family's approach to hospitality. Aligning this concept on a deeper level, the company values were showcased throughout the film, which was launched at the organization's anniversary event.
Supporting this further, I convinced the senior management team to create a dialog with associates, and launch a company blog; Denihan ChitChat , which since its creation has received much (internal) acclaim. The objective of this platform was to not only tout the pillars and values of Denihan, but to also encourage corporate community, celebrating all (departmental, hotel, employee) milestones. Ultimately, employees opted to communicate via this portal in lieu of the company's (private) Facebook page.
The forum continues to thrive, populated by associates and supported by ownership.