Applebee’s International Positioning & Campaign

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Applebee’s is the world’s largest casual dining restaurant chain, present in the United States and nearly 20 countries around the world. The brand engaged Navigant Marketing as International Agency of Record and tasked the agency with the development of a comprehensive brand re-positioning and creative strategy to be used across all international markets. Approach: Armed with client-supplied consumer research, the agency set off to identify a common theme that was true to the brand, relevant to a broad range of international audiences and different from global as well as local competitors. Special attention had to be paid to cultural differences across distinct regions such as the Middle East, Latin America and Southeast Asia in order to ensure an outcome that would be broadly appealing, suitable to all regions and compelling enough to drive franchisee engagement. In an effort to maximize inefficiencies and leverage existing assets, the agency maintained key graphical elements from the existing U.S. brands but wrapped them in completely-new messaging that would support the new brand positioning. Outcome: A creative strategy anchored around the theme “Applebee’s There’s Always a Reason to Celebrate” This new brand positioning brought to life the research-supported premise of a place that more than a restaurant, is the backdrop for every kind of celebration, from major life events to mundane everyday occasions. A comprehensive online resource: the Applebee’s Celebration Extranet, was launched as a one-stop destination for franchisees and partners to access guidelines, campaign resources and other brand assets 24/7. Deliverables Included: New brand positioning and creative platform Multi-media consumer campaign Comprehensive library of marketing tactics for traditional and digital channels Comprehensive template library Extranet portal, an online destination to house all brand assets and foster collaboration among franchisees worldwide

Planet Hollywood Hotels: Prepare for Franchising

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Navigant Marketing was engaged to take the existing Planet Hollywood Hotels brand look-and-feel and evolve it in order to prepare the brand for franchise sales and expansion. Part of the challenge was maintaining the brand’s overall “Fame” positioning and key visual elements but evolve them so that they could be leveraged by properties outside the brand’s original site, a resort in Las Vegas, USA. Deliverables: Comprehensive collateral material development Brand guidelines and brand book

Howard Johnson Brand Refresh

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Howard Johnson, an established economy hotel chain with over 400 properties around the world, tapped Navigant Marketing to undertake a comprehensive visual refresh to better align its “Happy” positioning with its original roots and heritage as a roadside hotel brand while elevating the overall sophistication of the brand. Approach: The agency conducted a comprehensive discovery exercise to identify key elements from Howard Johnson’s heritage and value proposition as well as opportunities for differentiation within the competitive set. Outcome: The new Howard Johnson brand feels true to itself, is contemporary and sophisticated while still appealing to the road traveler. The brand’s blue and orange color palette was leveraged in order to maintain the “happy” attribute of its positioning. A unique visual style was developed using elements that pay homage to the brand heritage. Deliverables: Overall brand look and feel Comprehensive advertising template library: print and digital New website user interface re-skin Comprehensive in-house collateral materials library

IHOP International Positioning & Campaign

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IHOP is the world’s most famous breakfast-inspired restaurant brand. A brand that has been delighting guests with delicious, sumptuous pancakes and other innovative menu items since 1958. As part of its 360 degree brand re-invention IHOP engaged Navigant Marketing as its International Agency of Record. Our first task was the development of a new brand positioning and creative strategy for all IHOP International markets. Approach: Armed with client-supplied consumer research, the agency set off to identify a common theme that was true to the brand, relevant to a broad range of international audiences and different from global as well as local competitors. Special attention had to be paid to cultural differences across distinct regions such as the Middle East, Latin America and Southeast Asia in order to ensure an outcome that would be broadly appealing, suitable to all regions and compelling enough to drive franchisee engagement. In an effort to maximize inefficiencies and leverage existing assets, the agency maintained key graphical elements from the existing U.S. brands but wrapped them in completely-new messaging that would support the new brand positioning. Outcome: A creative strategy anchored around the theme “Spreading Happiness Since 1958” This new brand positioning brought to life the research-supported premise of a place where delicious, world-famous pancakes and other breakfast-inspired delights will bring a smile to the face of all guests. A comprehensive online resource: the IHOP Extranet, was launched as a one-stop destination for franchisees and partners to access guidelines, campaign resources and other brand assets 24/7. Deliverables Included: New brand positioning and creative platform Multi-media consumer campaign Comprehensive library of marketing tactics for traditional and digital channels Comprehensive template library Extranet portal, an online destination to house all brand assets and […]

“Expect Better” Consumer Campaign

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Better Homes and Gardens Real Estate (BHGRE) is one of the youngest real estate companies in the market. Their more-established competitors enjoy widespread brand recognition and a much larger agent base.  BHGRE, however, is built on the foundation of a lifestyle brand that has been an integral part of the American home since 1924. As such, it benefits from the awareness of Better Homes and Gardens and the consumer trust that comes along with the brand. Navigant Marketing was tasked with the development of a new brand positioning and a unified creative platform to guide all brand and franchisee consumer-facing marketing initiatives.  Deliverables Included: New brand positioning and creative platform Consumer campaign for brand national advertising as well as templates for franchisee use, including print ad templates, direct marketing materials, e-marketing materials, video adaptable for franchisee use, other franchisee marketing materials New consumer photo library for brand and franchisee marketing use Social Media brand presence and franchisee templates  Customizable franchisee video / TV spots Sub-brands: Brand development for The Distinctive Collection by BHGRE, a brand tier dedicated to selling luxury homes in select markets The new BHGRE campaign “Expect Better” capitalizes on BHGRE’s legacy and its trusted name. BHGRE as a lifestyle brand with a connection to Better Homes and Gardens magazine is the only real estate brand that is relevant to consumers before, during and after home buying or selling transaction.  The campaign features original lifestyle images of people enjoying a better life in their new home. With BHGRE, they get a better buying/selling experience, and guidance for a “Better Life,” which continues even after they’ve purchased their home.

Wyndham Global Campaign: Radio

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Wyndham has three unique tiers: Wyndham Hotels and Resorts, Wyndham Grand and Wyndham Garden. These tiers create a diversity of product and experiences that guests around the world love and value. Navigant Marketing conceptualized and produced a national satellite radio campaign to promote these diverse experiences under the theme: 3 Experiences. Global Destinations.

Wyndham Global Campaign – Print

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Wyndham has three unique tiers: Wyndham Hotels and Resorts, Wyndham Grand and Wyndham Garden. These tiers create a diversity of product and experiences that guests around the world love and value. Recently Navigant Marketing was tasked with creating a new global marketing campaign to communicate the combined power of the Wyndham Hotels and Resorts brand, a family that is made up of three distinct experiences and the fact that these experiences can be found all around the world.

Hacienda Tres Rios Positioning Campaign

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Navigant Marketing was hired to develop a positioning strategy as well as a multimedia marketing campaign for Hacienda Tres Rios, a luxury all inclusive resort in Mexico’s Mayan Riviera. As an independent resort surrounded by several other all inclusive properties from established brands, Hacienda Tres Rios needed a platform to communicate its key selling points:

Night Hotels Brand Development and Positioning

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Navigant Marketing was tasked with developing a comprehensive brand package for Night Hotels, a limited service lifestyle brand targeting conversions. Working with the Night team, Navigant created a comprehensive brand personality, fresh and daring look and feel, and a unique tone and manner based on three distinct brand attributes: Irreverent, social and affordably-styled.

SANO Spa Brand Development

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Navigant was tasked with the comprehensive brand development for Larkspur Hotels & Restaurants’ in-house spa brand, SANO Spa, and with supporting the launch of their first spa in Monterey, California. Project scope included creative logo development, brand look and feel, and as multiple supporting pieces including brochures and website.