Project Description
Background Information
Dolce Hotels and Resorts is an upper-upscale hotel brand with a strong focus in the meetings and conventions market and with a portfolio of branded and soft-branded properties across the U.S. and Europe. Dolce properties feature expansive convention centers, flexible meeting spaces and expert staff that is focused making each event a success.
The Challenge
The brand engaged NM+U to develop a comprehensive creative strategy and messaging platform to support its new “Inspire Discovery” positioning. Additionally, NM+U was asked to clearly highlight the brand’s key selling attributes including the uniqueness of each location, their comprehensive facilities and its incorporation into the Wyndham Rewards loyalty program.
Our Approach
NM+U conducted a comprehensive analysis of the brand, the audience and its competition to identify a truly differentiated way to bring the brand’s positioning to life. The resulting creative platform, centered under the tagline “The Art of Inspiration” described a collection of beautiful properties that have mastered the art of meetings and events and therefore inspire their guests to succeed.
Two key elements help Dolce’s brand image stand out in the marketplace: Its uniquely-styled tagline “the art of inspiration,” and the incorporation of a kaleidoscope photo treatment that re-imagines a property’s signature image in way that is both ownable and eye-catching.
