The Challenge for the roosevelt
The history-steeped Roosevelt had been a beacon of luxury in New Orleans for 125 years – though many in its market could claim the same. A renovation to boost relevancy meant it was time to rethink the hotel’s positioning while still honoring its storied past. Remaining loyal to the Waldorf Astoria brand added another weight to the balancing act.
OUR approach
After extensive research and interviews, we developed a brand strategy that celebrated the hotel’s future as much as its past. The authentic nature of the Waldorf brand perfectly complemented the Roosevelt’s come-as-you are charisma, a thread that we pulled through the brand’s new positioning and expression.
brand positioning
“stay Original”
The Results
The Roosevelt’s new positioning lifted them above a sea of sameness, staking their claim as the French Quarter’s warm, genuine, history-rich luxury hotspot. Thoughtful, targeted messaging helped the brand reach valuable meeting planners, business travelers and leisure guests alike.