They've aced it!
At Brand Anthology we like to call out brands and marketers that we believe are doing an outstanding job leading best practice throughout our industry. Today we recognise the work of the team at the Ace Hotel (+Atelier Ace).
The Ace Hotel is a hotel chain that has been praised for its unique brand and marketing. The company has a strong focus on design, music, and art, and its hotels are often located in historic buildings within major cities. The Ace Hotel's brand is reflected in its marketing, which is often authentic, creative and unconventional. The brand positions itself as a lifestyle brand offering highly curated guest experiences that align with contemporary travel habits, including work and leisure stays, prioritising sustainability initiatives, integrated technologies, and immersive cultural connection, all wrapped up in a simple one-liner - Embrace the city in spaces built for gathering.
Here are some of the reasons why the Ace Hotel is killing it when it comes to its brand and marketing standing out in a crowded hospitality market:
Authentic connections - What you will find on arrival to any Ace Hotel around the world is a cornerstone for locals and visitors alike. They have revolutionised the ostentatious, apathetic hotel lobby’s and guest rooms of yesteryear with authentic, warm, welcoming community gathering spaces, and charming, wonderfully comfortable, creative aesthetics to their guest rooms. The warmth and can-do approach from the well-trained team flows effortlessly throughout from the welcoming at the entrance, check-in, bar, and room service, to any member of the team you happen upon in the embracing hallways of the hotels.
Unique brand identity - The Ace Hotel has a strong and unique brand identity that is based on design, music, and art. The company's hotels are often located in historic buildings in major cities, and they feature original artwork and furniture. The Ace Hotel's brand is also reflected in its promotional material, which is often creative and unconventional.
Creative marketing - The Ace Hotel's marketing is often creative, quirky and unconventional. The company often partners with artists, musicians, and designers to create unique marketing campaigns. For example, the Ace Hotel in New York City once partnered with Converse to create a custom line of Chuck Taylor sneakers.
Goings on - The Ace Hotel takes its connection to both the city it is located within and its cultural curiosity to greater lengths by hosting an array of events and experiences. From artists in residence to roof-top gigs, exhibitions through to the jewel in the crown; The Theatre At Ace Hotel (Ace Hotel Downtown LA), a delicately restored, 1,600-seat movie theatre from the 1920s with a massive, three-story grand lobby - originated by Mary Pickford and Charlie Chaplin showcasing unexpected movie extravaganzas, stand-up comedians, Grammy award-winning live music to the musing of alien drag queens.
Targeted marketing - The Ace Hotel's marketing is highly targeted to its audience. The company's marketing activities are often aimed at entrepreneurial professionals, creatives, and travellers. The Ace Hotel's marketing effectively generates buzz and excitement about the company's brand.
Digital experience - Like most brands, the Ace Hotel is very active on digital and social media. The company uses digital and social media to connect with its audience and promote its brand. The Ace Hotel's social media presence is often used to share photos of experiences throughout its hotels, events, and partnerships.
Overall, The Ace Hotel has an outstanding brand and marketing strategy that sets it uniquely and authentically apart within a cluttered hospitality market. The company has a strong focus on community, sustainability, design, music, and art, which is reflected in its creative, unconventional marketing and overall brand experience. All of this is underpinned by the Ace Hotel’s guiding spirit (or purpose): to be a place for community, one where strangers become friends.
If you’re looking to develop or transition your brand, product or service toward an authentic, purpose-driven strategy, create marketing that is as effective as the Ace Hotel. Contact us today and let us help you grow your business - call Stephen at +61 (0) 402 399 211 or sd@brandanthology.com.au
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