Diverse Knowledge

Well-Traveled

Cultured

Why we’re unique:

Brand/User Relationship

Experts

Establish, enhance, or reshape the relationship between you and your users.

What we do:

To create meaningful connections.

Why we do it:

Our Approach:

Let’s talk about you.

Enough about us.

Drive awareness and build street cred for

The Autograph Collection.

Assignment.

1. Market 2. User 3. Brand 4. Vision 5. Execution

Agenda:

Marketing challenge.

Brand experiences vary in value.

Coveted brands create meaningful experiences

for their guests.

Define the collectionwithout losing the essence of

its individual parts.

Marketing challenge:

Unmet user need.

The Individualists.

16

◍ Partially retired investment banker ◍ New Yorker, born and bred ◍ Travels for business and pleasure ◍ Has extra pages in his passport

Made Mavericks

Cotton House HotelHotel Punta IslitaHotel Chicago

Bobo Millennials

Kessler CanyonHotel Fontecruz Lisboa

AC Santo Mauro

◍ Graphic designer from Belfast ◍ Lives in Paris ◍ Attends concerts and theatre

◍ Travels 2-3 times per year for

during the week

pleasure

Individualists are walking contradictions.

They want to feel free.

But still connected.

71% of guests bring their

iPhone or smartphone on their travels.

56% post a review

after their trip.

They don’t want anyone’s approval.

But they need validation.

89%

of purchasing decisions are review-influenced.

Find inspiration for their next story.

Unmet user need:

Brand Capability.

You are a connoisseur of experience.

You protect history and elevate brands.

Curating an experience.

True Brand Capability:

Curating an experience.

Real marketingchallenge

Unmet user need

True brand capability

Define the whole without losing the essence of its individual parts.

Find inspiration for their next

story.

Make your guest feel like

a local.

Be Moved.

#exactlylikenothingelse

Local-Centric Content.

The Autograph Collection

100,986A true Londoner’s night out with Oliver Tezcan. #AutographCollection

Nice pun #ExactlyLikeNothingElse #AutographCollection #StErmins #London

310,967

The Autograph Collection

Key Influencers & Media.

Made Mavericks Millennials

My Way® Un-Guided Tours

Key

In

flu

ence

rsM

edia

Nancy D. Brown

ACA mobile app that truly amplifies the guest experience.

◍ Augmented Reality and iBeacon tell the rich stories of the Autograph Collection.

◍ Geolocation leads guests to local treasures.

◍ Virtual ‘Guestbook’ allows visitors to share experiences, tips, and feedback.

◍ Captures User Generated Content

App Features.

Secret tunnel

leading to Parliament

Parliament Bell alerts

MPs it’s time to vote

Double agents were caught

swapping war secrets in the

tunnel.

Both the ceiling and floors are

original designs built by a famous English theater

designer.

The hotel was completely renovated

four years ago. You will see nature interwoven

in all details.

Seashell

chairs

Augmented Reality.

Experience London through J.P. Briggs’ eyes

Meet J.P. Briggs, the designer

Visit the theater that inspired St. Ermin’s

See his hidden collection

Make your own plaster work

Geolocation.

AC Authentic nowWanna go?

slide to view details

Virtual Guestbook.

UserGenerated Content.

Emily Andrews

User Engagement.

Channels Searching Traveling TBT-ing

Earned Media/Print X

Social Inbound X X

Web X X

Application X X X

Social Outbound X X X

Sharing X X X

Channel Strategy

Execution.

Editorial Calendar.

[ Stones ]

[ The Mayflower ]

[ Blue Moon | Winter Haven ]

[ Cosmopolitan | The Saint ]

[ The Lexington ]

[ Boscolo Venezia ]

[ Grand Bohemian ]

[ Brown Palace | Pier One Sydney Harbour ]

NOV

DEC

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

[ The Atlantis | Scrub Island Resort ]

42

Jan Feb Mar Apr May Jun Jul AugSep Oct Nov Dec

Content

Creation

Launch

Autograph

Collection

Application

Execution Timeline.

43

12 months: $500K

$250KAsset production

$150KContent development

$100KInfluencers & paid media

Budget.

Key Measures

Objective KPI Early Indicators

Drive awareness.# of social mentions and use of hashtags

• Earned media • Participant interest • Increased social engagement

Build street cred as a unique hotel brand.

# of guests visiting due to social or earned media # of social mentions and use of hashtags# of shares/likes

• Positive sentiment• Return guests• Tier 1-3 influencers

organically suggest brand/hotels

Establish deep meaning for user.# of returning guests# of app downloads

• Recurring app use• Media coverage of app

Questions?