Business Challenge: With a clutter of NYC hotels competing for a guest’s dollar, The Time Hotel had to differentiate itself to draw attention and fill rooms.
Target:
Business and consumers, with a focus on professionals in creative industries.
Customer Insight:
The Time Hotel was a small hotel, fewer than 180 rooms. To carve out a niche market and fill rooms, Jan saw that up-and-coming, budget-minded creative-arts guests were bored to death of hotels that were less than inspiring. They were in New York to pique and stimulate their creative juices. Time Hotel’s high-design concept featured monochromatic guest rooms, each custom accessorized in one of three primary colors, red, yellow or blue.
Strategy:
Position Time hotel as the Place that Inspires. Why give them an “ad” or any message that does anything less? A place created for creators. Creative professionals who lived by the energy of their playful beings. No need for the inadequate label, hotel. Not including “hotel” in the logo intrigued our creative client’s curious, playful mind all the more. I shaped the brand with all staff genuinely wired into its own creative culture. The front desk each day delivered a fresh fruit of that primary color. And each room had a small, fun, seriously researched keepsake book on the anthology of that room’s color. For advertising, I created not hotel ads, but stories stylized poetically from esoteric facts about that color, sensually charged, creatively eccentric, making for an irresistible read and creative, playful experience of its own.  The key to winning this client’s business was understanding their minds: they craved “play” — the way they best worked.
Creative Solution:  
Print campaign and in-room and hotel bar-lounge-restaurant books.
Business Value: 
The average time spent looking, much less actually reading a hotel ad, was two seconds. The Time: 2 and 1/2 minutes. A 7,400% increase in involvement.  Created lasting buzz spawned by media equally thirsty for something fresh and different in this category.  Occupancy rate in a recession-funked NYC, was 65% to 70%; Time’s was 82% through its first year.

To set up a meeting and learn more, contact janzlotnick@gmail.com

 

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To set up a meeting and learn more, contact janzlotnick@gmail.com