You are to assume the role of the director of marketing for Celebrate Hotels, a chain of boutique style hotels. The vice president of marketing wants you to redesign the Celebrate channel found on all televisions in guestrooms.
Many years ago, most full-service hotel chains had a designated channel informing guests of the hotel property features located on each guest room television. The channel was typically the default channel when the television was turned on. Most hotel channels featured jazzy instrumental music with still images of the hotel property with either text descriptions or voice overs descriptions. The hotel channel played on a 2–3-minute loop featuring the same content around the clock.
Now that retail ad networks are becoming more mainstream at various national retailers, the vice president of marketing wants to revisit the hotel channel as a way to market Celebrate locations in the portfolio of Celebrate Hotels to guests.
Celebrate Hotels has 200 locations across the United States and Canada. All locations are found in major metropolitan areas with plenty to do and see. Each hotel has 120 rooms and is unique in its design and décor to reflect the local city’s culture. Each hotel has different special amenities such as bicycles, painting classes, in-house libraries, games and puzzles, cooking classes and more. Celebrate Hotels’ main demographic are adults aged 27-39 years old with a middle class to upper-middle class income. Celebrate Hotels typically do not attract guests with small children, although they are not discouraged.
The vice president of marketing wants you to design the new Celebrate channel that will be found on all guest room televisions. The channel is not the television’s start up screen, but instead a channel that broadcasts Celebrate content around the clock. The vice president wants you to explain how your design will incorporate marketing strategies, the corporate branding and motivate guests to stay at other Celebrate locations.
