Creating And Maintaining An Iconic Brand.
Purpose: Could the first boutique hotel group hold and build their market position with an all-digital strategy? Could they depend on a corporate website and some 60 individual hotel sites to keep them out in front of a pack of imitators? Absolutely. Kimpton developed their brand, corporate website, a dozen programs, and almost 60 individual websites, working with a small team of five people. I got to be on that team, creating and maintaining the iconic Kimpton brand, writing fun, stylish copy, managing major projects, teeing up analytics, and organizing their Intranet.
Outcome: Kimpton grew and then grew some more, creating an authentic reputation as the most guest-centered boutique hotel group in the business. About two years ago, the privately-held company was bought by Intercontinental Hotels Group. This will fuel international growth for Kimpton. And that's another story.
A new promotional concept for the Kimpton home page.
We did a lot of this. Cooking up ideas for promoting Kimpton programs. This one highlights the innovative services in each hotel.
All In A Day's Work: Writing A New Kimpton Bar Page.
Here's a closeup of the intro copy: "Whether you consider yourself wicked cool or just want to try your first Mojito, we have many places to play the night away. Our bartenders generate buzz - squeezing genius from uber-fresh ingredients and fine-tuning the classics."
Copy for the Like A Local program.
You never have to feel lost in a Kimpton city. We really love getting our guests under the surface and into the fabric of our neighborhoods, pointing out fun stuff only the locals know about. Because that's us. We're locals, and we want our guests to be as close to our cities as we are. We have tips on local wine bars, art shows, best burgers, popups, and where the fire department goes to let off steam. You know. The cool stuff.
We're like friendly guidebooks that walk and talk. So let any of our staff people know what you're looking for. And if it's not already on our radar, we'll track it down.
The Kimpton Cities Project
With a hotel group, there are always huge projects, like a whole new section on Kimpton cities. The idea here is to make each city come alive for Kimpton guests - creating a voice that captures the feeling of each location. Here. I've pulled out the copy for Aspen and Baltimore, so you won't have to squint.
Baltimore intro copy:
The downtown Baltimore hotel captures the city's charm.
Baltimore has attitude. Urban legends are born and raised here. So we'd like to get you beneath the city's surface, beyond drive-ins, soft-shell crabs, and the Orioles. While you're exploring interesting places like the National Aquarium, don't be surprised if you're greeted as "Hon." They don't call it Charm City for nothing.
- We've transformed the former B&O Railroad headquarters
- Our architectural wonder is 3 blocks from the Inner Harbor area
- We're loaded with tips about great places for music, food and fun
Aspen intro copy.
A great hotel in Aspen, Colorado, at the base of Ajax.
We're head-over-skis about Aspen and can't wait to welcome you to one of the coolest and most convenient of Aspen ski resorts, located an easy glide from the lifts at Aspen Mountain (aka Ajax). If you're a mountain person, you'll also love Summer here, when you can hike or bike right out of our front door.
- A year-round outdoor playground, courtesy of the Rockies
- Festivals and events celebrate movies, music, movers and shakers
- Aprés your day, we're the hot spot in town for nightlife