Positioning & Brand Strategy Archives

Positioning & Brand Strategy

JW Marriott Las Vegas Resort & Spa Case Study

Turning repositioning into measurable demand and revenue growth

Case Study This case study demonstrates how a unified hotel repositioning strategy can transform a major renovation investment into measurable market demand, direct revenue, and industry-recognized results. Turning repositioning into measurable demand and revenue growth. Following a $75M top-to-bottom renovation that elevated the product and created the opportunity to redefine and reintroduce their position in the market and as a premier resort destination in the West, the JW Marriott Las Vegas Resort & Spa was ready for a full relaunch. The opportunity: realign perception, demand, and commercial performance through a disciplined positioning strategy. Lotus led the full relaunch, partnering with the hotel to align sales, marketing, and operations under one cohesive strategy. The result was a fully integrated campaign, recognized by HSMAI with an Adrian Award, that outperformed benchmarks across every channel and delivered direct, measurable revenue. Hotel Positioning – Strategic Marketing – Social Media The Objective We set out to reposition the hotel as a leading resort destination in the Las Vegas and Summerlin markets while converting renovation investment into measurable demand. Our focus was clear: Build awareness of the full-property transformation across priority audiences Re-engage past guests while attracting new demand segments Realign brand perception to reflect an elevated resort experience Drive ADR, occupancy, and qualified group leads Capturing the full commercial value of the renovation required a coordinated relaunch, one that translated physical transformation into market momentum and measurable demand. 4.7M Organic Social Impressions 668K VIDEO VIEWS 42.3% Email Open Rate 21 Group RFPs The Solution We led with positioning as the foundation, not the final layer. Instead of launching disconnected campaigns, we aligned the entire commercial ecosystem around a clear, unified narrative: Renewed Bliss, a resort experience rooted in the JW brand pillars where guests are invited to nourish mind, body, and spirit through expansive spaces, […]

DRIVING DIRECT – BEYOND ROOMS REVENUE

AN INTIMATE, ART-FOCUSED PROPERTY IN THE HEART OF A MAJOR CITY The purpose With an overall goal of increasing awareness and driving direct bookings to the hotel website and outlet pages, our approach emphasized the property’s unique differentiators and established a clear and creative hotel narrative in a soft market. By positioning this boutique-like hotel as a destination within the destination itself, we invited guests to experience a luxurious home-away-from-home. To do this, we focused on three objectives: establishing a sense of place in their premiere location, B&F to drive ancillary revenue, and creating a cohesive visual identity specifically for social media. The strategy We boosted product and location awareness through a strong content strategy. This highlighted key property features such as the in-house gallery, multiple dining outlets, and prime location. Our cohesive visual identity, formed by custom graphics, templates, and icons, worked alongside this strategy. To increase bookings at the property’s three dining outlets, we strategically implemented both organic and paid social media content targeting local and drive markets. Two campaigns ran together: one for finding leads and the other for re-engaging potential customers. These, combined with food and beverage promotions in our organic approach, greatly increased link clicks to the outlet site. The results ORGANIC RESULTS Increase in Instagram impressions 1.2 million total impressions across both channels 178% increase in engagements 97.1% increase in link clicks = almost 15,000 link clicks 212% increase in post shares *Over a five-month timeframe PAID RESULTS Link clicks Click-through rate: 2.51% Cost per click: $0.26 ORGANIC RESULTS Leads Cost per lead: $23.32 Click-through rate: 2.91% *Paid results were over a 2.5 month time-frame