The Envoy Hotel
brand & Campaign
Brand Identity
Billboard Design
Social Media Content & Strategy
Email Marketing
Responsive Website
Agency: Personal Exercise
Objective
The Envoy Hotel is a boutique hotel in the heart of Boston’s budding Innovation District, combining the deep history of the city with it’s most groundbreaking and current ideas. The Envoy attracts locals and travelers alike with their modern design and harbor views. After closing down during the Coronavirus emergency, the brand must return by ensuring guest safety and communicating its guidelines to adapt to the new hospitality industry.
Challenge
The Envoy Hotel needed to communicate its Coronavirus response efforts to travelers and Boston natives. The campaign remedied guest concerns over health and safety, promoting overnight stays for short term travelers and nightlife amenities for locals.
Approach
A new wordmark and typography established the brand as a modern and sophisticated stop in Boston’s Seaport District. Social Media content and email blasts target existing clients and locals, while a billboard and redesigned website address traveler’s concerns. Returning and new guests are directed to the hotel’s new homepage which details their Coronavirus response. The campaign features consistent messaging and imagery, promoting transparency and security during very turbulent times.
Social Media Content & Strategy
Each platform features a custom treatment of the messaging that utilizes the platform’s strengths. Facebook and Twitter content is formatted to best fit the interface and uses a shortened bit.ly link to direct traffic to the main website without exceeding character limits. The Twitter post has been “pinned” to the top of the Envoy’s page to make sure readers find it moving forward. Instagram content uses multiple images to deliver a medium detail look at the Envoy’s response. The URL directing users to the Envoy’s website is found in the profile section due to Instagram’s interface and link restrictions.
Email Marketing
The Envoy’s email list received marketing that provided a medium detail look at the Hotel’s Coronavirus response, introducing more imagery and written detail than the social media campaign. Again, the messaging eased customer’s safety and health concerns while directing them to point-of-purchase.
Responsive Web Design
The redesigned website hooked viewers with a cozy hero image supported by the “book now” conversion. The rest of the homepage walks customer’s through the Envoy’s Coronavirus response in detail, to ease all of their concerns and promote business.