This summer, BrewLife celebrated the successful completion of its first hospitality engagement with the grand opening of Hotel Zephyr, a one-of-a-kind hotel property in San Francisco’s Fisherman’s Wharf. BrewLife collaborated with Zephyr’s management organization, Davidson Hotels & Resorts, for a little over a year to create this fresh, irreverent and standout hospitality brand.
BrewLife kicked off our engagement by using our proprietary social analytics to understand the interests and behaviors of both visitors to San Francisco as well as global travelers who have indicated a preference for visiting boutique hotels. Results from this analysis helped shape customer personas as well as key elements of the brand and guest experience.
Identity design came next, with our talented designers creating a playful and colorful logo for the property that both represents the hotel’s cargo ship design narrative and its centerpiece amenity, “The Yard, ” a 10,000 square foot adult playground. Your standard hotel logo this is not.
With our baseline look and feel established, BrewLife moved on to creative campaign development. Also diverting from the usual, the property’s launch creative campaign, entitled “Twisted”, challenges preconceptions about what constitutes an upscale hotel stay through hotel scenes and characters that have surprising twists related to the Zephyr story. From a bellhop with a fishtail sticking out of a suitcase to a prim and proper maid with a raucous sailor tattoo on her arm, it’s apparent that things at Hotel Zephyr are just a bit different. The creative campaign has made an appearance on Hotel Zephyr’s website and across collateral.
In the months leading up to the hotel’s launch, BrewLife’s PR team worked to raise awareness of the property, engaging national and local travel journalists and influencers through press releases and trend pitches. At project wrap-up, our team had secured over 50 placements, including features in the digital or print editions of Travel+Leisure, The Los Angeles Times, San Francisco Business Times and Hotel Chatter. These placements garnered a cumulative 45 million media impressions.
At BrewLife we often talk about the fact that our clients outside the healthcare space provide a fertile experimentation ground that allows us to explore tactics and technologies that might be a few years away from mass adoption by our biotech, medical device and digital health clients. Hotel Zephyr has certainly been one of those projects.
Visiting San Francisco sometime soon? Book a room at the Hotel Zephyr at hotelzephyrsf.com.