| 3 1 2 K i n g s M i l l s R o a d M a s o n O H 4 5 0 4 0 5 1 3 . 7 5 4 . 2 2 1 9 All materials copyright Lauren Originals, Inc. 2004-2006 |
Leland Hotel Marketing
The Leland Hotel opened in Richmond, Indiana as a historic landmark
hotel— the only one in the area. Because the property had been closed for
many years and was under new management, it was necessary to determine
names for the hotel, two restaurants, and bar.
Drawing upon the history of the property being named The Leland in its
heyday in the 1920s, it was decided to resurrect the name as the hotel itself
was revitalized to its previous grandeur. A little known fact was that the city
was host to many famous jazz artists because they recorded their music
there. These guests had frequented the hotel in the 20s, 30s, and 40s. As a
salute to these singers, the restaurants and bar were named Hoagy's,
Ellington's, and Fitzgerald's. Deciding to do this made the opening of the
hotel a well-received event in the community- so well-received, in fact, that it
warranted a double-truck spread in the local paper supported by advertising.
Once the branding strategy was complete, it was necessary to prepare all
collateral materials. Included in the items that were produced as a part of this
effort were:
• Logos • Catering Menu
• Business cards • Hotel Directory
• Note cards • Advertising
• Brochures
The Leland Hotel opened in Richmond, Indiana as a historic landmark
hotel— the only one in the area. Because the property had been closed for
many years and was under new management, it was necessary to determine
names for the hotel, two restaurants, and bar.
Drawing upon the history of the property being named The Leland in its
heyday in the 1920s, it was decided to resurrect the name as the hotel itself
was revitalized to its previous grandeur. A little known fact was that the city
was host to many famous jazz artists because they recorded their music
there. These guests had frequented the hotel in the 20s, 30s, and 40s. As a
salute to these singers, the restaurants and bar were named Hoagy's,
Ellington's, and Fitzgerald's. Deciding to do this made the opening of the
hotel a well-received event in the community- so well-received, in fact, that it
warranted a double-truck spread in the local paper supported by advertising.
Once the branding strategy was complete, it was necessary to prepare all
collateral materials. Included in the items that were produced as a part of this
effort were:
• Logos • Catering Menu
• Business cards • Hotel Directory
• Note cards • Advertising
• Brochures
Above: Collateral
material for Leland
Hotel including
catering menu (left),
marketing plan
(middle), property
overview (right),
business card (bottom)
Below: Leather-bound
hotel directory with
hotel logo embossed in
gold
material for Leland
Hotel including
catering menu (left),
marketing plan
(middle), property
overview (right),
business card (bottom)
Below: Leather-bound
hotel directory with
hotel logo embossed in
gold
Implementation
Results