Posted by Mark J. Miller on February 6, 2014 08:01 PM
A brand likes to be uniform. A McDonald’s in Tucson, Ariz. should offer pretty much the same experience as a McDonald’s in Portland, Maine. But Red Lion Hotels, the owner of more than 50 hotels across the Western portion of the US, including its Leo boutique hotels, went in a different direction when it decided to emphasize the local experience as much as possible.
For two years, the company has been working on the first phase of its “Local. Wise.” campaign, updating its website and digital efforts to showcase each of its hotels, Skift reports. The campaign, which is set to launch later this month, will soon include another 20 hotel properties this year and may expand into some larger cities in the East, such as Chicago and Atlanta.
The collection of “personalized websites for every hotel” feature “Google Maps with embedded local bars, restaurants and shops chosen by the local hotel staff,” Skift reports, as well as a “shopping cart where consumers can purchase upgrades, packages and add-on amenities.” Each site makes sure to emphasize local things to see and do that are selected by the actual hotel, not by a corporate automaton back at headquarters in Spokane, Wash.Continue reading...
Posted by Shirley Brady on March 28, 2012 06:01 PM
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