The Challenge for conrad
When Hilton purchased a Midtown property with plans to make it part of their luxury Conrad collection, they were up against a glut of well-known and well-loved competition. We were tasked with helping the brand tell a new story and defining what makes Conrad luxury different than its neighbors.
OUR approach
A strong positioning laid the groundwork by embracing an atypical room mix and owning its differentiation – all while celebrating the artistic details that make the hotel distinctively Conrad. Our ‘Countdown to Conrad’ campaign built excitement for the launch, offering discerning travelers the excitement of exploration with the serenity of home.
Brand Positioning
After extensive analysis of the Conrad and its competition, we determined that the Conrad was uniquely capable of offering discerning travelers the excitement of exploration with the serenity of home. The property’s past as a residential building and the exceptional, insightful service of its present are captured in the brand’s positioning.
Only suites. Only luxury.
Uniquely Midtown.
The Results
The property’s past as a residential building and exceptional, insightful service of its present are captured in the brand’s positioning. The campaign brought the positioning to life and separated the Conrad from the ubiquitous and expected luxury of the competition.