The Highland Dallas

Overview

The Highland Dallas was the first hotel to join Curio – A Collection by Hilton, a selection of one-of-a kind properties that celebrate their individual personalities, while ensuring the quality and consistency that comes with a world-class brand. BRAINTRUST launched The Highland Dallas with a comprehensive PR and marketing campaign that involved creative rebranding of the hotel’s look and voice, media relations and event-specific programming that drove awareness to the hotel and engaged the local community and social media strategy that drove engagement and new followers.

Creative

To run in conjunction to the hotel’s opening messages to the media, BRAINTRUST shaped the brand and voice of The Highland Dallas with the conception and design of more than 90 brand design projects within a four month launch period. Initial creative deliverables showcased a consistent brand voice that was smart, savvy and sophisticated with fun and a little quirkiness. Based on the central location of the hotel, much of the brand displayed copy referencing “At the Intersection of…”

From hotel room key cards, group sales collateral, advertisements and hotel e-blasts, every piece of the hotel’s new design spoke to the transformation to the inaugural ultra-chic boutique hotel within Hilton’s new Curio Collection.

Public Relations

In addition to a full-scale creative rebrand, BRAINTRUST was also responsible for public relations, social media and an opening event for the new property. Within a four-month launch period BRAINTRUST secured placements in local, regional and national media outlets including, FD Luxe, Dallas Morning News, Zagat.com, Culture Map Dallas, D Magazine, Modern Luxury, Yahoo.com and more. USA Today’s “10 Best” also recognized the new hotel as one of Dallas’ top hotels.

The results of the opening public relations campaign included:

• 336.8 Million Impressions
• $599,745 Media Value