Baccarat Hotels & RESORTS

Baccarat Hotel New York - Positioning Book

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OVERVIEW

The SVP of Brand Management & Marketing brought me in during the launch of the Baccarat Hotels & Resorts brand. In this role I sought to distinguish the Baccarat hotel brand from its intense competitive set, creating a new uber-luxury sub-set in the marketplace.

Working with brand management, my team and I crafted a distinct voice for Baccarat Hotels, translating this into both consumer and investor driven communication, website messaging, print advertising, in addition to a development presentation. Key alliances and brand partnerships were established, and quickly nurtured in an effort secure more robust assets.

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Initial print campaign using existing assets for there was no funding available to support a photo shoot.

THE MARK HOTEL

OVERVIEW

This restaurant campaign complemented the hotel's iconic advertising.

A very simple, award winning campaign positioning The Mark hotel as a posh, Upper East Side hotel with a cool downtown attitude.

This ‘iconic’ campaign truly broke through the clutter as it was one of the first (if not THE first) hotel campaigns to not even show a room, bed, or any facet of the regular guest experience. Instead, my team and I opted to subtly leverage a celebrity couple who frequented the hotel as our inspiration; Johnny Depp and Kate Moss, the IT couple of that era and a fixture in the Tabloids. This couple famously trashed their Mark guest room (on more than one occasion), with the NYPD ultimately being called due to the disturbance. Using the notoriety received from the tabloids, we dubbed ourselves the 'bad boy' hotel - the uptown hotel with a downtown (bad) attitude. We invited guests to live like celebrities - with associates donning black t-shirts to reinforce this positioning.

waldorf astoria

OVERVIEW

The beauty, grandeur, and elegance of The Waldorf Astoria lies in its details, the intricacies and nuances that are frequently overlooked given the hotel's overwhelming presence.

Several campaigns evolved out of this thought, however one in particular visually focused on these details, showcasing the care taken into the physical aspects of the hotel, creating a more personal story, inviting consumers to personally experience the hotel.

philLips club

OVERVIEW

Working with Millennium Partners, likely one of the most innovative REITs in the United States, we sought to disrupt the hotel / residential segment. As such, I launched a luxury ‘hybrid’ concept, The Phillips Club , which combines fractional ownership of a luxury New York City residence with elevated hotel services and amenities.

Following this celebrated launch, we pushed the envelope further launching The Ritz Carlton Residences and Four Season Residences in a multitude of markets, first across the US with a measured yet robust domestic pipeline, followed by a thoughtful global expansion