The Dominick

Brand Development • Creative • Public Relations • Social Media • Website Development

Redeveloping an icon in the heart of SoHo.

How Braintrust revitalized and executed a comprehensive brand relaunch for a Manhattan hotel.

Rename and reposition to get results

Making the transition from Trump Soho to a new brand, Braintrust was engaged to develop the new branding and creative direction for The Dominick Hotel. Located in Lower Manhattan, with magnificent views and 5-star accommodations, The Dominick brand had to inspire to impress. We created and executed the brand relaunch on an accelerated timeline, yielding a new brand positioning and an advertising campaign that connected with the affluent and sophisticated traveler. We also designed and developed the property’s website and supported the brand with tactical execution through public relations, social media, and marketing.

Three stylishly dressed people in Soho: a man in sunglasses, a woman with coffee, and a man in a suit.

Engage their audience

Formerly Trump SoHo, the hotel already had a following of high-end business travelers. The property wanted to maintain that audience while also working in luxury travel spenders that were slightly younger and interested in visiting New York for events such as New York Fashion Week. We adjusted their targeting slightly to focus on travelers age 26 and above with household incomes of $100,000 or more that had a history of spending on luxury travel. With a budget of $360,000, targeted our digital campaigns to from December 2017 to August 2018 amongst a few different digital initiatives, such as native articles, PPC campaigns, and SEO optimization.

The Dominick NYC description with gray, black, white, and blue color swatches at the bottom.
A hotel key card and sleeve labeled The Dominick, with text: Youve waited long enough.
Black and white close-up of a woman with light eyes, holding a white flower, text overlay on the left side.
Two business cards for The Dominick hotel on a dark background, with descriptive hotel text to the right.
Three luxury hotel brochures and magazine ad with images, text, and a floor plan for The Dominick in Manhattan.
Two door hangers read DO NOT DISTURB. Lets reschedule. Thank you. THE DOMINICK on a dark background.
Three brochures display luxury hotel interiors, city views, and information about events, dining, and catering.
A phone, laptop, and tablet display a hotel website with images of a stylish man and hotel interiors.
A modern hotel website featuring luxury rooms, dining, event spaces, and cityscape views.

An immediate impact

Since the launch of the campaign on December 20, 2017, our digital efforts have generated over 223,000 visitors to the site which resulted in $4.3 million in revenue. Within the first 30 days of the campaign, total site revenue went from $7,000 to $30,000, a 301% increase month-over-month. Visitors coming to the site through organic search spend on average 2:46 viewing various content and the bounce rate has dropped to 22%, which is a direct result of driving qualified traffic as well as consistent content updates to make the site engaging and informative.

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