If I had to say one era of American history that fascinates me more than any, it’d be the Roaring Twenties. Everything about that period captivates me – the music, the fashion, the movies, the unabashed glamour, the attitude, the icons.
I watched my first Charlie Chaplin film just a couple years ago, and I laughed until I cried. He and Buster Keaton are two of my favorite go-to’s for a good giggle. My library of Duke Ellington, Ella Fitzgerald and Satchmo records is steadily growing. And the big-shouldered broads of the era like Garbo, Swanson and Crawford had a knack for making everything they touched turn to gold. They were larger than life, bossy sirens. And I love them for it.
So yeah, I’m a fan. And any chance I get to play in that fantasy land makes me happy.
Enter Hotel De Anza. This boutique hotel in San Jose is an icon is its own right. Originally conceptualized in the 20’s, the property has a grand history as a historical, architectural and social landmark in Silicon Valley. (Who wouldn’t fall in love with that neon sign?) In 2015, the property underwent a major renovation of its guest rooms and public spaces to restore it to its Roaring Twenties glory, and I was invited to join along for the ride, and – more importantly – tell their story.
What started out as an assignment to manage the property’s digital marketing effort morphed into a re-branding project both on- and offline, including:
- Branding: Establish a new brand and visual identity for the property built off the theme, colors and luxe fabrics of the renovation
- Collateral Development: Hire and work with a graphic designer to develop all new OS&E and marketing collateral for the property. Obtain pricing and delivery schedules from the printer to have everything in house for launch
- New Website: Work with the digital agency to build the property’s new website on Destination Hotels’ established digital platform, including design, SEO program, navigation, and content
- Photo Shoots: Build shot lists, coordinate the shoot details with the ops team onsite and the photographer, and be onsite during the shoot to make sure everything went smoothly
- Build pre-renovation buzz: Work with the digital agency to build banner ads, SEO and PPC messaging updates, build and distribute packages and offers, create and deploy eblasts and work with the corporate office to promote the pending re-launch through its channels
- Work with the property’s Revenue Manager to ensure the construction schedule was always made priority when looking to hit short term revenue goals (e.g. that the constantly moving target of how-many-floors-were-going-out-of-commission-and-when was considered when looking at new offers and when to deploy them)
- Develop and execute a campaign calendar for launch to include tactics for ensuring maximum exposure digitally
In the middle of this – as happens in many hotel renovations – the construction schedule ran long. That meant not only did the expenses have to shift, but the property needed extra help hitting its short term revenue numbers in months where the team was expecting to be fully open and operational as a completely renovated hotel (at a higher ADR). Short term tactics were created and turned on and off quickly as needed. New packages were launched, offers deployed, PPC campaigns updated and updated again, and it was worth it.
Hotel De Anza was re-born and fully re-launched last month. I couldn’t be prouder of the team and the work we did together. Check out the property’s new website here. A few brand spanking new images of the property and a few pieces of its super cool collateral below for your viewing pleasure.
Up next: A sprawling resort in Texas Hill Country! Stay tuned…..
Privacy Please Door Hanger (with cut marks)
Fun Bathroom Mirror Cling Promoting the Jazz Lounge off the Lobby