Serial hobbyist and rising karaoke star.
Are.na
AGENCY: TRACTORBEAM
COPYWRITING
POSITIONING
NAMING
VOICE GUIDELINES
LANDSCAPE ANALYSIS
CUSTOMER PROFILES
After the acquisition of a boutique hotel in Oklahoma City, Hyatt Unbound needed to rebrand the building to embrace the city’s historical roots while leaving room to tell new stories. The contemporary art-inspired aesthetics of the previous hotel were uninviting and lacked character, creating an opportunity to reflect the local landscape and culture in a distinct way.
THE STRATEGY
My first approach was to conduct social listening from online Okie communities. Having only stopped in the city once for brief yet very important matters (BBQ pit stop), I needed more expertise on the public sentiment of local businesses. It was important to not only analyze competitors within the hospitality industry, but also other legacy brands and social hubs.
In addition to social listening and brand perception analysis, I engaged in archival research to reveal records and artifacts related to the former Ford Model T plant that is now home to the new Fordson Hotel. Our team saw an opportunity to honor the city’s industrial history and tie local lore into the brand’s narrative.