Loews Hotels
A Case Study
An Umbrella Branding Campaign

Background

Loews was a small national luxury hotel chain with low brand awareness.  While each property was unique in appearance, it contributed to a low level of corporate brand awareness and few cross-stays among properties.

Challenges

Create an umbrella branding program that would position Loews as an upscale
(4 Diamond Plus) hotel chain, raise awareness of the brand, and make Loews a sought-after hotel brand.

Create the umbrella branding program so that it would support the unique diversity of each Loews property, and encourage cross-stays among hotels in each city.

Insights

Loews was a trail-blazer when it came to casual, approachable elegance-but was unsure how to sell the concept to the customer.

Connections

Created a corporate brand positioning strategy that communicated the magic of Loews hospitality and its "accessible luxury," while allowing for individual property diversity.

Positioned the Loews brand as a collection of diverse properties, each with its own distinct personality and character, reflecting the look and "feel" of each venue.

Created a synergistic media strategy with frequency and consistency to support the umbrella brand position, and still allowed for the customization of the vertical program at the individual property levels.

Results

The Loews brand became more easily identifiable within each of its properties, and also contributed to the increase in cross-stays.