Ever known the frustration of having a great story to tell, but you simply can’t for whatever reason? That was the main marketing problem to sort through on behalf of The Dunhill Hotel and its restaurant, The Asbury. As Element climbed on board, we saw two properties that worked in harmony, but whose unique charms and idiosyncrasies were being lost in a crowded marketplace full of chain hotels and chain restaurants. Marketing budget to marketing budget, there was no competing. Located in the historic 4th Ward of Charlotte, North Carolina, they were literally surrounded by bigger and more established names. But a thoughtful general manager (Mr. John Beatty) and a resourceful team of media strategists, brand strategists, creatives, and account folks (Element), kept attacking on multiple fronts to help The Dunhill and The Asbury earn garner some well-deserved attention in the marketplace.
Element began by creating a graphic identity system for both the hotel and the restaurant, one meant to leverage some hard-earned research nuggets regarding both the business and leisure traveler, and the local vs. “just passing through” dining guest target. From our research, we learned when and how to tell the story of The Dunhill’s award-winning service, and when to share its history, its architecture, and its Old-World charms. Similarly, we learned when and to whom we should tout The Asbury’s emphasis on locally grown, seasonal fare with a Southern + Modern touch. By letting scientific investigation lead our creative instincts, we wound up with far more effective work, strategically placed where budget would allow, and producing a heavy emphasis on point-of-purchase advertising, digital banners, and social media.
From 2013, the time we engaged with The Dunhill + The Asbury, to 2018, Element is happy to report web-based gains for TheDunhillHotel.com in users (up 47%), new users (up 45%), and sessions (up 34%). Conversions, that most valuable of marketing metrics, are up 40%, with online transactions up 19% and online revenue up 22%. But our proudest achievement? A quote like this from the aforementioned John Beatty, who served as general manager during the same time period: “Element is a major reason for my hotel and restaurant’s success. I bet heavily on Element, and the results speak for themselves. I’d encourage any client that wants to grow its business to partner with Element.”
“Element is a major reason for my hotel and restaurant’s success. From branding and marketing strategy to advertising creative and tactical items, Element has lifted our brand and marketing appearance to truly reflect our service reputation. The Element team helps us tell our story in captivating and creative ways; they understand how my business makes money and who our guests are. I bet heavily on Element as we launched the hotel’s first ever digital banner campaign. For every advertising dollar spent, the campaign generated more than $7.50 in revenue, and generated a bottom line ROI of nearly 370%. The results speak for themselves. I strongly encourage any company that genuinely wants to grow its business to partner with Element Advertising.”
– John Beatty, former General Manager, The Dunhill Hotel + The Asbury