Luxe City Center

Located in the heart of Downtown Los Angeles, LUXE City Center Hotel has leveraged their perfect positioning across from L.A. Live to create a magnetic offering for locals and tourists alike. However, the real potential for their business was to capitalize on their amenities and offerings that are specific to the professional traveler, along with their ideal location.

luxecitycenter.com

Deliverables

  • Brand Identity
  • Creative
  • Public Relations
  • Social Media
  • Web Development

Premier location. Professional clientele. Prime opportunity.

LUXE City Center engaged Braintrust as their integrated agency for brand development, website design and development, social media, and public relations. Our first order of business was to develop new brand standards that were evocative of fresh messaging that was relevant to the hotel’s downtown location and contemporary deliverables. We went to work creating new sales collateral, eblast layouts, experiential in-room elements, and a clean, streamlined website, complete with reservation system integration.

Playfully Professional

Playfully Professional

Surrounded by multinational chain hotels, it was vital that our branding positioned LUXE City Center in a unique fashion. We focused on the boutique vibe of the property, while juxtaposing the business-friendly amenities that attracted a professional clientele to the hotel.

The result was “Playfully Professional.” A brand platform that highlighted the nature of those that stay at LUXE City Center. Business travelers that wanted to be in the middle of it all, and let loose after a day of meetings.

We launched new marketing and collateral materials, as well as provided recommendations for interior design, neon décor, wall wraps and murals, and inclusions of L.A. art. And we never lost track of our core target by continuing to promote the fantastic professional amenities of LUXE City Center.

Water bottle label design
Email shown on a phone
Hotel collateral designs

Website Development

Launched in August of 2019, we oversaw the ideation and development of the LUXE City Center website. Using our “Playfully Professional” positioning, we created a website centered around style, beauty, and professionalism.

By creating a variety of style tiles, we explored how best to build off of the existing brand materials and identify how the new website design would be applied to interactive elements that would push the brand forward. These also provided a launching point to design page templates from the wireframes.

Style Guide 1: Flat & Sharp
Style Guide 2: Gradient Depth
Style Guide 3: Dark Mode
Luxe City Center home page

The website employs dramatic, full-screen imagery with a prominent booking widget, in addition to accommodating the needs of the group sales team with RFP functionality.

We created customized animations, independent restaurant pages, engaging video and photo content, and a dynamic event calendar to help increase the coolness of the brand, without losing any of the functionality.

Nixo logo

Nixo Patio Lounge

With a prime location across from L.A. Live and above Downtown Los Angeles, Nixo Rooftop Lounge was an ideal offering for LUXE City Center. We developed a new campaign that highlighted the electric feeling of eating and drinking there.

By changing the executions to more of a nightclub/lounge look and feel, we were able to attract a younger demographic and capture a new audience for Nixo. Adding more energy, more lifestyle imagery, and delicious shots of food and drinks, Braintrust helped transform Nixo Patio Lounge into a destination F&B venue for LUXE City Center.

Nixo brand book
Nixo brand book cover design
Nixo menu design
Coaster design
Nixo elevator wrap graphics
Next Level Live ads

Digital Marketing

To increase direct bookings and decreasing reliance on OTAs, Braintrust implemented and executed a full-funnel, cross-channel, cross-device digital program. Keeping with the “Playfully Professional” target audience, we put an emphasis on contemporary business travelers.

Layering behavioral and interest targeting with income and contextual targeting allowed us to focus on a granular audience of business travelers with a high propensity to book at LUXE City Center. Coupling our hyper-targeted strategies with our eye-catching creative and optimized website, we captured more direct bookings and developed a very successful campaign.

Animated banner design
Small animated banner
Static banner design

Website

Through our efforts, the website achieved:

+

21

%

Mobile Bookings

+

160.84

%

RFP Submissions YOY

+

23.13

%

New Users YOY

PPC

Our PPC efforts achieved:

+

9

%

Clicks YOY

-

12

%

CPC YOY

+

38

%

Revenue via SEM YOY

+

25

%

CTR YOY

8.14

%

CTR YOY (double industry standard)

About LUXE City Center Hotel

Located in the heart of Downtown Los Angeles, Luxe City Center offers a chic urban oasis just steps away from STAPLES Center, L.A. LIVE and the GRAMMY Museum. The sleek property features 178 guestrooms – including 16 suites – that are among the most spacious in Downtown LA and blend smart, refined décor with a relaxed, residential feel.

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