Putting heads in hotel beds
04.15.2008
Located in the heart of downtown Cincinnati, The Garfield Suites Hotel is the only Cincinnati hotel offering multiple room condo-suite accommodations, a defining contrast from your average hotel room. The Garfield is a favorite among leisure and business travelers, and extended stay guests.
Although ranked the #1 downtown hotel by Trip Advisor, the Garfield’s owner and management contracted with Topic to transform its position locally, regionally and nationally. The Garfield’s objective is to attract more out of town guests, whether they are families coming in for weekend getaways, business travelers who either work for or with the many corporations in and around downtown, trade-show attendees, or professional sports teams, actors and musicians in town for games or performances.
To date Topic has developed and implemented a new communication strategy for the Garfield, and this has resulted in significant modifications to its identity and the manner in which the hotel communicates with its potential guests. Segmenting guest targets into vertical markets and establishing messaging and ad positions that resonate well with each has been a key component of the hotel’s new strategy. Ads have been placed in a variety of tourism, travel and entertainment publications, and a new website that drives reservations has been launched.
Among the many successes The Garfield has realized since entering into its relationship with Topic, the most notable is its significant increase in web-based reservation bookings. The new site has generated and continues to generate an average of 75% more bookings per month than the previous site when comparing 2007 to 2008 data.
Future plans include a broadened media strategy for print and outdoor advertising, corporate and entertainment industry sales kits, new onsite interior and exterior signage, and a complete interior design overhaul of the hotel itself.
Stay tuned and keep an eye out for the next level in hotel marketing, and in the meantime if you’re headed for Cincinnati, grab a room at the Garfield – where the accommodations are as big as a house.