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"That Moment" Airbnb the Hotel Collection, Pacific Edge Hotel on Laguna Beach
Company, Location, Date, Project Information:
Company:
Airbnb, the Hotel Collection.
Pacific Edge Hotel on Laguna Beach.
Location:
Laguna Beach, California.
Date:
November 18, 2020
Project Information:
Project summary for consulting by Zak Glenn Allen for Airbnb, the Hotel Collection.
Created an artistic innovative marketing campaign for a three-star hotel to soften the impact of future losses of revenues during the hotel’s refurbishing period. The campaign focused on “living in the moment,” and “enjoying the breath-taking views” that are similar/better than four/five-star hotel competitor’s views vs. comparing product and services.
Results, Deliverables, Measurements:
Results:
Marketing Advertising used on social media platforms.
Marketing for Airbnb Hotel Collection, Pacific Edge Hotel on Laguna Beach.
Deliverables
Business Assessment.
Marketing Strategy.
Tag Line.
Marketing Campaign.
Measurements:
Not applicable to this project.
Tag Line, In-Depth Analysis, Marketing/Advertising Strategy:
Tag Line:
"That moment."
When you finally find a piece of mind.
For the important things in life.
See the video.
In-Depth Analysis:
Connection with Customers.
For the important things in life...
What Makes You Happy ?
Having a great future...
More time living in the moment and spending that time with the important things in life; enjoying the view with your family, friends, and/or your children.
Experiencing "that moment".
The moment of pure simple joy derived from your child's laughter and delight at a dancing seagull on the balcony overlooking the ocean.
Business Assessment:
Hotel Background.
The hotel was going through upgrades and renovations.
Sales Revenues Perspective.
This means the customer base would be reduced (i.e., revenues will go down in the short term, with potential loss of revenues and customers in the long term).
The overall value of the hotel was barely average at best as services did not meet expectations. The view from the balcony overlooking the water was gorgeous, but there was a faint, lingering smell of mold in the air, after I turned on the air conditioning unit to heat up the room. Additionally, the bathrooms were used, unkept, and outdated. Finally, there was scaffolding around a couple of the buildings.
Note:
This video shot almost didn't happen. It only occurred after; I said "fuck it" while trying to figure out a Marketing Campaign for the hotel. I was forcing myself to do the work instead of enjoying the moment.
I decided to enjoy the view and live in the moment, thus the video after sitting there for a few hours amazed by the view.
Marketing/Advertising Strategy:
Many days later, I focused on creating value from the view and the breathtaking experience, as this tangible experience was on par with higher priced four and five star hotels.
You have to "Live in the Moment" to understand the Value."
The pictures after the advertising are from Pacific Edge Hotel on Laguna Beach. My room with the view was in picture 15. The last pictures are of the renovated rooms and bathrooms.
In 2024 Dune Drifter a hospitality firm with ties to the Marriott family bought the Pacific Edge Hotel in Laguna Beach for $80 million from Highgate Hotels and Morgan Stanley after completing renovations.
Click on the 1st picture to activate the final video cut and turn up your volume to the maximum level.
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