Creating a Sophisticated Identity for the Brand New Hotel on North

When Berkshire, MA-based Main Street Hospitality Group was tapped to launch a swank boutique hotel in Pittsfield, MA, it was essential that the hotel’s brand identity and marketing strategy have enough power to overcome the former lackluster image of its location.  Pittsfield had experienced a major decline in the past 15 years, with businesses closing, residents leaving, and a general lack of soul impacting the town. This hotel was poised to mark a new era in the town, and be central to the emerging renaissance.

Redpoint was asked to develop and bring to life the entire brand for Hotel on North, as well as all the tools needed for marketing, sales, and the guest experience.  This included:  hotel positioning and identity statement, logo development and all collateral (sales, in-room guest book and signage, note cards/stationery, etc.), restaurant positioning and identity statement (including menu design, table tents, etc.), website development and launch, social media development and launch, media relations program, multifaceted digital marketing campaign, local partnerships with leading Berkshire cultural institutions (Tanglewood, MASS MoCA, Jacob’s Pillow, etc.), advertising campaigns, opening event parties, and more.  We also trained the entire Main Street and Hotel on North staff on embracing the hotel’s personality and character through guest service and operation.

How successful was this launch?  Within six months of opening its doors, the Hotel on North was named to Architectural Digest’s list of Favorite New American Hotels.  That was just one key result of our extensive PR launch campaign, which also included features in Design New England (a Boston Globe Magazine insert), msn.com, Travel + Leisure, The Washington Post, WQXR Public Radio, and many others.