Electrifying a Brand in Downtown Los Angeles
Luxe City Center
Located in the heart of Downtown Los Angeles, LUXE City Center Hotel has leveraged its perfect positioning across from L.A. Live to create a magnetic offering for locals and tourists alike. However, the real potential for the hotel was to capitalize on their amenities and offerings that are specific to the professional traveler, along with an ideal location.
Offering a chic urban oasis just steps away from the Crypto.com Arena, 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.
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.
Deliverables
- Brand Identity
- Creative
- Public Relations
- Social Media
- Web Development
Playfully Professional
Surrounded by multinational chain hotels, it was vital that our branding positioned LUXE City Center in a unique fashion. Braintrust 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, like business travelers that want 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. We never lost track of our core target audience by continuing to promote the fantastic professional amenities of LUXE City Center.
Website Development
Playful Style
Utilizing the “Playfully Professional” positioning, Braintrust 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.
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.
Braintrust created customized animations, independent restaurant pages, engaging video and photo content, and a dynamic event calendar to help showcase the activity at the hotel, without losing any of the functionality.
Through our efforts, the website achieved:
21
%Mobile Bookings
160.84
%RFP Submissions YOY
23.13
%New Users YOY
Digital Marketing
To increase direct bookings and decrease 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 levels 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.
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)
Nixo Patio Lounge
With a prime location across from the Crypto.com Arena and above Downtown Los Angeles, Nixo Rooftop Lounge was an ideal offering for LUXE City Center. We developed a new campaign that highlighted this electric F&B experience.
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.
