For Discerning Travelers
In 2014, hotel marketing largely came off as an afterthought. In our research, we found that the majority of competitors either marketed with the mindset that “this is a nice place, we should show their nice stuff”; or applied image tactics designed to distract you from the actual hotel experience. Our thesis stated that the status quo was doing a disservice to the properties being marketed or positioning subpar products with fictional perceptions.
Archer, the fictional man of mystery behind the brand, treats “his” guests to a curated experience of the host city’s most unique offerings and characteristics. The focus of the brand was broken into four distinct categories: location, design, taste, and culture. Its not enough to just say your different though. To stand out in a crowded industry, we pulled inspiration from every cultural medium, with varying styles and other unique ways of getting our point across. The sources ranged from Monocle Magazine to Annie Leibovitz to Wes Anderson to The Battery/SF to Dwell Magazine to Powerhouse Company Architects and more.
The one truth they all shared was their individuality. These were, and still are, all examples of true archetypes. So we set out to make a film. A cinematic telling of the story of Archer New York, paired with a newly redesigned website experience that came on the heels of internal messaging and branding item updates. All assets were designed to match the level of sophistication demanded by the now fully realized brand persona. Simultaneously, we were developing materials for Archer's next two locations to launch – Napa and Austin.