JAKES HOTEL
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THE GOAL
OVERHAUL THE BRAND IDENTITY FOR JAKES, A BOHEMIAN CHIC JAMAICA HOTEL BELOVED BY THE ART + LITERARY SET FOR 25 YEARS.
THE METHOD
• ELEVATE + CAPTURE THE JAKES SENSIBILITY BY CREATING A NEW WEBSITE, EMAIL CAMPAIGN, SOCIAL STRATEGY, COLLATERAL SUITE (INCLUDING IN-ROOM COMMUNICATIONS) + BRANDED CLOTHING LOOK.
• RETHINK + REORGANIZE THE WAY THE HOTEL SELLS ITS ROOMS — FROM CREATING NEW CATEGORIES (OCEANFRONT BUNGALOWS) TO RENAMING EXISTING PROPERTIES (JACK SPRAT MOTEL).
• CLARITY WAS IMPROVED, AND BOOKINGS OPTIONS EXPANDED, WITH THE NEW SITE STRUCTURE.
• “JAKES EXPERIENCES,” DESIGNED TO LOOK LIKE A LIFESTYLE MAGAZINE, IS AN SEO-HEAVY CONTENT MARKETING SECTION THAT PROVIDES A MAJOR SOURCE OF WEBSITE TRAFFIC.
RESULT
JAKES ONLINE BOOKINGS ARE UP 46% SINCE THE REDESIGN.