Hotel Las Américas Cartagena de Indias
5 Star Hotel in Cartagena, Colombia facing the sea.
The client needed a new identity and a coherent strategy to organize all of their advertising pieces and brand communications. The opening of a second lodging option would double its capacity in a new environment with a new target audience, and the expansion of its Convention Center, required a marketing strategy that, while separating each of the new sections with separate marketing efforts, maintained a unified message for the entire hotel and with its brand identity. New restaurants, gym and Spa, should also be marketed under these same parameters. The hotel needed a 180ᵒ turn to online marketing, Social Media and Website. The positive changes that took place in Colombia in the last decade, allowed to sell the destination Cartagena, as a first choice in the Caribbean.
We carried out a unified strategy, however, giving each of the subbrands its unique identity. We developed a more modern identity in line with the need for a strong Web presence as well as a new social networking strategy, which provides a more direct communication between the Hotel and its customers. There was a direct support at every stage of this new brand positioning and this new creation of a more oxygenated and modern identity. The Hotel and its services were recognized by national and international media, and again ranked as the most complete and best choice of accommodations in Cartagena de Indias.