Situation: An internationally recognized hotel chain was opening a new destination resort hotel in San Antonio, Texas—The Hyatt Regency Hill Country Resort. To introduce this property to consumers and members of the travel trade, they needed marketing materials for both the grand opening and placement in national media.
Action: As part of the creative team assigned to this project, I was responsible for establishing the theme by which the resort would be presented to the world. The client provided me with a stack of family letters that detailed the history of the property and I interviewed one of the family members at his office. To further investigate the era, I visited the library at the Alamo and immersed myself in the history of the period. I then oversaw concept and copy for a variety of advertising and collateral pieces—including a 4-color historical brochure and magazine ad.
Result: The client (and the family that had previously owned the property) was thrilled with the brochure and ad. Results in all categories (room nights, probable room nights, brochure responses, reader responses and brochure fulfillment) were fulfilled and then some. Furthermore, the brochure took home an IABC Bronze Quill award while the magazine ad was recognized as the best in the nation by winning a National Addy.
TomJonesNBTX 