The Gallivant Times Square
Rename and rebrand a boutique hotel in the heart of New York
Brand Identity, Website Design & Development
We travel to experience something new — your hotel should be an extension of this pursuit.
As travelers become more interested in unique, one-of-a-kind offerings, more and more hotel properties are seeking to break free of big chain names and antiquated, pillow-mint standards. Instead, they’re opting to rebrand into one-off boutiques, allowing them to offer something a little more personalized and bit more memorable. The lobby, the door hanger, the elevator wall — all of these are opportunities to create a memorable guest experience. So when it was time for a 336-room hotel located in “The Heart” of Times Square to go independent, BRAINTRUST was chosen to create the new brand and make the property appealing to NYC visitors both stateside and international.
Most cities like to think they’re unique, but New York City actually is. It’s a world destination travelers have dreamed of visiting ever since watching a young Macaulay Culkin run amuck in the early 90s, or since they first began counting along with the famous New Year’s Eve ball drop.
First things first: When BRAINTRUST was called to rebrand the property, we packed our bags, got on a plane (not in first class), and headed east. After a few days of property visits, guest studies, comp set comparison, conference calls, late-night brainstorms, and in-depth lobby water analysis (yes, we do our homework), we came up with the following insights and considerations:
- Over half of the current guests are international, so the new brand must appeal to both domestic and out-of-country visitors.
- The property’s greatest strength is the location and close proximity to New York City landmarks.
- People come to New York City for a reason. Whether that’s business or pleasure, it must appeal to both mindsets.
- New York City is largely a city of discovery. There’s a never-ending list of things to see and experience.
So, we did our homework, but how did we do on the big test? Well, you be the judge.
gal · li · vant / verb informal
To go around from one place to another in the pursuit of pleasure or entertainment.
People don’t just find themselves in New York City by accident. Whether you’re in NYC for business or pleasure, you’ve come to the city with intention and specific reason. The term “Gallivant” defines this type of travel. We travel to enrich our lives, and The Gallivant appeals to that “travel bug” in us all. Plus, as an unused name within the NYC hospitality industry, we were able to quickly create and own the brand story by “The Gallivant.”
Careful consideration was also made during the process in order to select a name that gave us the ability to easily incorporate a locator tag because New York City has vastly distinct neighborhoods and areas. It’s not Soho, it’s not East Village — it’s Times Square.
The travel theme was utilized in the hotel rebrand beginning with the compass logo/mark, and then, extended throughout the property with in-room collateral, custom elevator wraps, key cards, and more.
We know that more than 76% of travel decisions are made online, so a great website for The Gallivant was a must. BRAINTRUST created a fully-responsive website for the hotel that featured rich imagery, integrated booking engine and compelling package offers.