BT - Agency Capabilities 9-5-16 lores copy

d o g & p o n y s h o w *

* Photo taken on Pony’s day off.

w e l c o m e t o o u r

Hi there! Thanks for taking a look at BRAINTRUST. We are an integrated

agency that specializes in building brands in the travel and hospitality

industry.

The founders of BRAINTRUST are former top marketing guys at some of the

most famous casino resorts in the world and we’ve built a literal brain trust

of marketing experts that speak fluent brand, design, media, P.R., social,

SEO, SEM, influencer, stunt, video, and hover-board.

We’re an agency that has evolved. We’re not all things to all people and

we don’t want to be. We’re about passion. Passion for life, for culture and

for the brands we represent. We’re about excellence, and an unwavering

commitment to that ideal. We’re about building your brand, growing your

revenues, and leaving your competition in the dust. Founded in 2006 and

averaging 176% yearly growth, we get it, and we get it done.

Thanks for having a look... see you at the pool.

LET’S START AN EVOLUTION...

SO WHY BRAINTRUST?

We’re based in the hospitality

capital of Las Vegas, but with

clients coast-to-coast and a team

in Los Angeles,

we pack a national punch.

LAS VEGAS-BASED WITH NATIONAL REACH SENIOR LEADERSHIP

Service-oriented with an

experienced team, you are never

handed off to a rookie, and

senior agency staff are involved

in the day-to-day.

STRATEGIC SYNERGIES

With a full-service agency, you get

the convenience of a single point

of contact and the assurance

that your marketing efforts are in

complete strategic alignment.

IN-HOUSE DESIGNERS & DEVELOPERS

An in-house creative team of

designers and developers ensure

your work is never out-sourced

to freelancers, ensuring top

quality and complete control.

EXPERIENCE COAST-TO-COAST

Based in the hospitality capital of Las Vegas, BRAINTRUST has

experience with clients from coast-to-coast. With clients in

20 states and seven countries, BRAINTRUST has strong media

relationships with regional and national media and an unique

understanding of regional brands. We are a dynamic presence

that can achieve your marketing and branding goals regardless

of your location.

WHAT WE DOIt’s not so much What We Do, but rather WHY we do it. Modern consumers have the attention span of a squirrel jacked up on a double espresso. To get their attention you need to

move fast, and as an integrated agency that specializes in travel and hospitality marketing, BRAINTRUST provides an array of services delivered by a dynamic and nimble team of experts.

Strategic Brand Evaluation

Brand Positioning

Marketing Plan Development

Event Marketing

Strategic Partnerships

Promotions

Experiential Activations

Business Analysis

Lead Generation

BRAND MARKETING MEDIA BUYING PUBLIC RELATIONS CORPORATE COMMUNICATIONS

CREATIVE &WEB DESIGN

INTERACTIVE MARKETING

Media Strategy

Market and Media Research

Media Planning

Media Buying

Online advertising strategy

Campaign Management

Print, Broadcast, Direct and Web

Advertising Creative Development

Advertising Creative Design

National, Regional, Local PR

Strategic Planning

Profit Center Focused Approach

Proprietary Media Lists

Dedicated Publicist

Fam Trip Organization

Media Event Execution

Trade And B2B Media Relations

Online influencer outreach

Press Conference Organization

Overall Message Management

Strategic Communications Plan

Crisis Communications

Labor Relations

Internal HR Communications

Media Training

Liaison with Investor Relations

Collateral Materials Design

Web Design and Development

Specialty Design

Mixed Media

Art Direction

Photo Shoot Oversight

Video Production

Post Production

Social Media

Content Management

Reputation Management

Search Optimization

Search Marketing

Viral Video

Widgets and Apps

Lifecycle E-Blast Marketing

Data Mining and Data Capture

Online Distribution

• Venetian | Palazzo

• Wolfgang Puck

• House of Blues

• Sundance Helicopters

• The Gallivant Times Square

• Pink’s Hot Dogs

• Strip House

• Sheraton Gateway Hotel LAX

• Renaissance Reno Downtown

• Buca di Beppo

• Hilton Phoenix Airport

• Famous Dave’s BBQ

• Hilton Garden Inn Hollywood

• Minus 5 Ice Lounges

• Trader Vic’s

• Planet Hollywood

• Grand Bazaar Shops

• Holsteins Shakes & Buns

• Platinum Hotel Las Vegas

• Bardessono Napa Valley

• Hamilton Crowne Plaza D.C.

• Luxe City Center Hotel

• Bon Appetit’s Vegas Uncork’d

• Trump International Hotel Las Vegas

• Monterey County Tourism

• Richard Petty Driving Experience

• Visit Pahrump Tourism

• El Cortez Hotel & Casino

• Laguna Cliffs Marriott Resort & Spa

• Tropicana Hotel & Casino

• Sands Expo & Convention Center

• Interjet Airlines

• Westin City Center Washington D.C.

• Hilton Burlington

• Allegiant Airlines

• Las Vegas Hilton (LVH)

• The Lodge & Spa at Callaway Gardens

• Cosmopolitan Las Vegas

• Sawgrass Marriott

• Renaissance Las Vegas

• Morongo Casino Resort & Spa

• Vermont Convention Bureau

• The Highland Dallas by Curio

• Aliante Casino Hotel & Spa

SELECT CLIENTS:

LEFT BRAIN

MEETS

RIGHT BRAIN

Dedicated to being as creative

as we are buttoned-down,

BRAINTRUST combines

innovative thinking with data,

strategy and accountability.

The result are big ideas and

strong ROI.

• Company and Comp Set Examination

• Market Segmentation Research

• Demographic and Usage Data

• Qualitative Insights and Industry Analysis

• Brand Attributes and Brand Promise

• Brand Narrative and Pull-Throughs

• Creative Design to Capture Brand

• Message Refinement and Delivery Methods

• Internal Brand Culturalization

• External Branding (Advertising Campaign, etc.)

• Brand Extensions Across Marketing Silos

• Analysis and Brand Evolution

PHASE ONE: TARGETING AND MESSAGING

PHASE TWO: IMPLEMENTATION

OUR PROCESSWith a disciplined and data-driven methodology, BRAINTRUST has extensive experience building brands from the ground up, or refreshing the positioning of existing companies. We

begin with identifying and assessing the core attributes, inherent business drivers and consumer touch points. We identify and properly integrate multiple elements into a panoramic

brand experience that is consistent and compelling on all drivers and touch points. How do we do this? By utilizing the proven methodology below.

B R A I N T R U S T

U.S. & CANADA: POTENTIAL TARGET MARKETS

ENERGY DRINK CONSUMER PROFILE

B R A I N T R U S T

• 17% more likely to be Male

• 56% consume energy drinks for Energy

• Works in construction (index 178)

• Works in an office (index 128)

• Earns $30k - $40k / year (index 120)

• 81% regularly engage on social media

• Watches 16+ hours of television per week

• Overly represented in minorities:

49% Hispanic | 33% Black | 27% White

KEY OBSERVATIONS (18-34)

Sources: Scarborough,Mintel Market Research, U.S. Census

BRAINTRUST blends proprietary research tools, consumer insights and cutting-edge creativity to shape your brand.

• Consumer ads

• Public relations

• Promotions

• Event marketing

• Direct marketing

• Website

• Social media

• Review sites

• Videos

PLANNING TRIP

• Call Center

• On-hold messages

• Leisure packages

• Third-party listings

• Confirmation email

• Social media cues

RESERVATION

• Pre-arrival email

• Greeting

• Front desk signage

• Collateral

• Ambiance

• Upgrade packages

ARRIVAL & CHECK IN

• Lobby ambiance

• Soundscape

• Atmospherics

• Smells and music

• Promotions

• Signage & collateral

• Employee jargon

• Eco-touches

• Amenity packages

EXPERIENCE

• Surveys

• Review sites

• Loyalty program

• eNewsletters

• CRM

• Direct marketing

• Social media

FOLLOW UP & CALL TO RETURN

• Culturalization

• Training

• Lexicon

• Videos

• Uniforms

• Recognition

• Intranet

• Newsletter

INTERNAL COMMUNICATION

Brands must create a panoramic experience that is creative, engaging and consistent. By examining and analyzing the consumer touchpoints encountered across all stages of travel

planning and hotel experience we can maximize a brand platform that engages the consumer (and other stakeholders) in a creative and powerful fashion. Some of the touchpoints

that contribute to the over-arching hospitality brand platform include:

sample touchpoints

PUBLIC RELATIONS& SOCIAL MEDIA

Michael [email protected] c 702.429.9656

braintrustlv.com

8948 spanish ridge avenue

With public relations teams in Las Vegas and Los Angeles, BRAINTRUST has significant

firepower to conduct aggressive and on-going public relations campaigns. Strategic,

creative and accountable, our public relations campaigns begin with a strong plan

and culminate in monthly reports where KPIs and coverage clips are compiled for

discussion and analysis. With strong relationships in national, regional and local media

we have delivered strong media coverage and impactful media events for countless

clients in the tourism, travel and hospitality industries.

BRAINTRUST PR: RECENT COVERAGE

BRAINtrust Market ing + Communicat ions

8948 Spanish R idge Avenue, Las Vegas , NV, 89148 www.bra intrust lv .com

KVVU Fox 5 Morning News

BRAINtrust Market ing + Communicat ions

8948 Spanish R idge Avenue, Las Vegas , NV, 89148 www.bra intrust lv .com

LA Times http://www.latimes.com/travel/lasvegas/lasvegasnow/la-‐tr-‐lvn-‐las-‐vegas-‐balloon-‐festival-‐

20150223-‐story.html

BRAINTRUST PR: MEDIA EVENTS

With strategic calendar planning and creative ideas for offers and promotions, BRAINTRUST has a proven track record in executing effective e-blast

marketing to reach transient and group guests alike, managing databases of more than 400,000 segmented entries per month.

• Create profit-center specific e-mail templates

• Eblast content based on promotion ideation and property direction

• Deploy multiple emails per month

• Segment database and divide demo, geo, psycho and active status as applicable

• Survey and secure feedback from current database

• Create calendar of planned messages per segment

• Combine lifecycle offers with content from newsletter if applicable

• Produce specific, quantifiable metrics of success including number of emails sent, number

opened, open rate, number of clicks, click through rate and offer conversion rates.

CRM STRATEGY TO INCLUDE:

email marketing

Laguna Cliffs Marriott Eblast campaign

Renaissance Hotel Eblast campaign

Laguna Cliffs Marriott Resort & Spa:Custom cover slide and contesting widgets

Trump International Hotel Las Vegas:99k Likes, Booking Widget and Paid Social Campaign

Tivoli Village Shopping Center: Custom cover slides and website social integration

Regional Transportation Commission:Bi-lingual content in both English and Spanish pages

social media SUCCESS

BRAINTRUST has a proven track record of generating immediate and significant increases in page fan base and engagement. We were the first agency in Las Vegas recognized for social

media marketing excellence by Facebook. We currently manage 40+ social media campaigns for clients in the hospitality, tourism, community and government sectors. We have in-house

interactive designers to assist with contests and social content, and team of digital marketing managers for consistent and comprehensive social monitoring.

SOCIAL MEDIA success

Aug 18 Aug 25 Sep 1 Sep 8

0

250

500

how people are sharing your content

STORIES Stories Created 10,208 by 7,327 users

SHARE TYPE

Checkin 6.6kOther 3.0kPage Post 2.5kFan 527User Post 9Mention 4

BY DAY OF WEEK AVG TOTAL

SunMonTueWedThuFriSat

394.4324221.8334.8252.3408.3414.4

2.0k1.3k8871.3k1.0k1.6k2.1k

SHARER DEMOGRAPHICS Here's a quick breakdown of people creating stories on your Facebook Page

AGE & GENDER

13-1718-2425-3435-4445-5455+

23 / 19

277 / 398

871 / 978

618 / 748

399 / 421

208 / 306

45% Male

55% Female

TOP COUNTRIES

United StatesCanadaGermanyUnited KingdomAustralia

3.6k181152150115

TOP LOCALES

English (United States)English (United Kingdom)Spanish (umbrella locale)German (Germany)Portuguese (Brazil)

3.9k304256187111

10

20

30


02.557.5


25k

50k

75k

from August 16, 2014 - September 14, 2014

Trump International Hotel Las Vegas

FAN GROWTH 99.43k Total Likes, and 1.46k people talking about this New Fans 555 Unliked your Page 91

PAGE IMPRESSIONS Impressions 1.5m by 747,903 users

IMPRESSIONS

Checkin 1.2mMention 25.4kPage Post 9.9kFan 5.2kQuestion 0Coupon 0User Post 0Other 0

Paid 137.8kOrganic 91.4kViral 1.3m

BY DAY OF WEEK AVG TOTAL

SunMonTueWedThuFriSat

60.6k45.1k34.6k48.7k34.4k48.9k67.7k

303.0k180.4k138.4k194.9k137.8k195.4k338.7k

IMPRESSION DEMOGRAPHICS Here's a quick breakdown of people engaging with your Facebook Page

AGE & GENDER

13-1718-2425-3435-4445-5455+

4.5k / 6.7k

65.0k / 81.6k

124.3k / 140.0k

64.8k / 74.3k

32.5k / 39.7k

19.5k / 27.1k

46% Male

54% Female

TOP COUNTRIES

United StatesFranceGermanyCanadaUnited Kingdom

365.3k36.3k33.8k29.8k25.9k

TOP CITIES

Los Angeles, CALas Vegas, NVNew York, NYChicago, ILLondon, United Kingdom

22.8k17.9k12.9k11.8k7.5k

Strong methodology in social media content creation, listen & response, and audience growth. Monthly reports to track KPIs and social success.

TRUMP INTERNATIONAL HOTEL WOLFGANG PUCK

As the Public Relations and Social Media agency for Trump International

Hotel Las Vegas, BRAINTRUST maintains a strong earned media presence

for the hotel while ensuring the brand stays true to its luxury positioning.

Our PR initiatives have secured feature stories in USA Today, L.A. Times and

countless other high-end publications.

When launching the Trump Pet Friendly package, BRAINTRUST secured a

partnership with Boo, the most popular dog on Facebook, with 17M Likes.

Making a special appearance at the hotel, photos of Boo enjoying the Trump

pet amenities went viral, yielding additional social amplification of more than

1-million shares on Facebook and Twitter.

As the Digital Marketing and Social Media agency for Wolfgang Puck, BRAIN-

TRUST manages social channels for Chef Wolfgang Puck, the Wolfgang Puck

brand and his respective fine dining restaurants from California to Istanbul.

With a creative and comprehensive content strategy, BRAINTRUST is the

steward of the Wolfgang Puck brand on social media, with our efforts yielding

a significant audience and engagement growth, including a 54.8% audience

increase on Instagram, and managing and monitoring a combined social au-

dience of more than 300,000.

social media success

ETHEL M #ACTSofSWEETNESS

Ethel M Chocolates, a division of MARS, wanted to garner more brand

awareness during one of its busiest holidays, Valentine’s Day. With their social

media platform lacking in brand presence, the #ActsOfSweetness video was

created to help increase brand visibility with an emphasis on Valentine’s Day.

The premise of the #ActsOfSweetness video was to create a man operated

chocolate “ATM,” that would dispense a notecard with a suggested action to

the ATM user. Suggested actions were considered to be “Acts of Sweetness”

and included actions like giving someone a hug, saying I love you to someone,

or giving someone a kiss on the cheek. Once the user completed their task,

they would return the notecard into the ATM and in return, they would re-

ceive samples of Ethel M’s Valentine’s Day chocolate. Strategically boosted,

the video views were 167,943 with a reach of almost 500k.

Click here to view the video.


https://www.facebook.com/EthelMChocolates/videos/1034781843227314/

FAMOUS DAVE’S BBQ RESTAURANTS

When Famous Dave’s BBQ restaurants wanted to spike sales during a slow

Autumn period, BRAINTRUST advised against a boring “buy one get one free”

offer. Instead, we created “Dave’s Eat Free,” a simple gimmick in which

anyone named “Dave” would receive a free entree at participating Famous

Dave’s locations on a given day.

Through traditional public relations and engaging online influencers, the

promotion caught fire, trending on Facebook and being shared more than

25,000 times. The promotion also generated a 14% spike in YOY sales.

Originally concepted for the Southwest region, the promotion has since

become an annual Fall promotion for the nationwide chain of BBQ restaurant.


DIGITAL MARKETING


braintrustlv.com


Today, more than 70% of travel decisions are made online and modern consumers will reference more

than ten on-line sources before making a decision. Reputation management, local listings, social

media and digital PR all contribute to your online footprint. Having strong Search Engine Optimization

(SEO) and ongoing Search Engine Marketing (SEM) is integral to a successful marketing campaign.

BRAINTRUST has a proven track record of managing SEO and SEM in the travel and hospitality space.

OUR DIGITAL TOOLBOX

SEO / SEM OVERVIEW

Our SEO services encompass the following:

• Initial analysis and content creation for site

• Initial and Annual keyword strategy refresh

• Initial Local SEO / Directory updates

• Initial and Quarterly rich snippet validation

• Schema microdata initialization

• Annual or ad hoc Google penalty analysis

• Quarterly crawl tests and backlink analysis

• Monthly Google Analytics reporting and analysis

• Monthly content refresh (blog, event listings, edits / updates)

Our SEM services encompass the following:

• Initial and Quarterly keyword strategy refresh

• Develop campaign layouts, segmentation, copy, etc

• Writing and testing effective ad text and ad text versions

• Tracking tags and conversion pixels

• On-going management of budget and bidding

• Monthly reporting of campaign results and ROAS

• Cross reference research against industry tools

• User Test campaigns prior to launch for qualitative feedback

BRAND

DEVELOPMENT &

DESIGN EXAMPLES

Experts in travel and hospitality,

BRAINTRUST has been a leading

creative agency for more than a

decade. BRAINTRUST delivers

strategic brand development,

creative branding and design

services with a team of more than

36 team members.

Located steps away from Times Square, this contemporary boutique hotel was transitioning from a Wyndham flag to an

independent. BRAINTRUST was engaged to rename and rebrand the hotel. Building on the inherent brand DNA of the

property’s great location and international appeal, the hotel was renamed The Gallivant. Gallivant is defined as “to go

from one place to another in pursuit of pleasure or adventure,” and the name resonated with the property’s positioning

as the perfect basecamp for your New York adventure. After rebranding the property, BRAINTRUST supported the new

brand with ongoing public relations, social media and digital marketing, including complete website design, development

and hosting.

THE GALLIVANT TIMES SQUARE

VOICEbrand

BOOK A ROOM. DROP YOUR BAGS. DISCOVER THE CITY.


Located in “The Heart” of New York City — major cross streets, 48th and

Broadway — The Gallivant Times Square is the basecamp for Manhattan

dining, nightlife, theatre, entertainment, and exploration.

Nothing captures the excitement and energy of New York City quite like the

eclectic, chic, travel décor of The Gallivant. From the in-room maps, to the

location signs in the lobby, every piece of The Gallivant is meant to inspire

adventure and New York City discovery. Plus, with 336 variable guestroom

layouts catering to the business traveler, family planner, or weekend warrior,

The Gallivant offers all guests an upscale, comfortable, affordable NYC

experience. Additionally, meeting space, in-room fitness equipment, bunk

beds (yes, bunk beds), a full presidential suite, and more are all made

available to ensure guests feel at home while they roam.

CMYK

0-0-0-100

RGB

35-31-32

PANTONE

Hexachrome Black C

CMYK

3-4-13-0

RGB

245-239-221

PANTONE

7499C

CMYK

15-100-100-65

RGB

98-0-0

PANTONE

1815C

CMYK

4-14-60-8

RGB

226-198-118

PANTONE

7403C

CMYK

0-0-0-0

RGB

255-255-255

PALETTEcolor

The color palette for The Gallivant was selected

for its warm and welcoming nature — appropriate

for a hotel property — while also reflecting the

timeless feeling of excitement and energy that

is Times Square. These colors can also be seen

throughout New York City in older architecture

and design. This allows The Gallivant to be a true

representation of its location.

DNAbrand

THE GALLIVANT TIMES SQUARE REPRESENTS THE EXCITEMENT OF TRAVEL AND DISCOVERY THAT MAKES NEW YORK CITY AN EPICENTER OF WORLD EXPLORATION. By defining the experience we want guests to feel while on property,

we create an environment that helps achieve the following goals:

• Establish a presence in the crowded NYC market

• Define and differentiate The Gallivant from competing NYC hotels

• Attract new customers and increase return visitation

• Set a guest expectation that will encourage positive travel reviews

To ensure an exceptional experience is felt by all hotel guests, the Brand DNA

is composed of the following attributes and characteristics:

LOCATION & CONVENIENCE:• Times Square is “The Heart” of Manhattan.

• The hotel location is convenient to major NYC landmarks.

• The hotel location is surrounded by all kinds of

entertainment, dining, and nightlife.

TRAVEL & EXPERIENCE:• NYC is truly a world destination.

• NYC is an aspirational city that people dream about.

• Guests travel to NYC in search of new experiences

and entertainment.

VALUE & VARIETY:• The hotel offers competitive rates for the area.

• The hotel has a variety of room layouts available.

• The hotel caters to leisure, business, family, and

international guests.

COMFORTABLE & INVITING:• The hotel is not intimidating like other NYC hotels.

• The hotel welcomes families just as much as

business executives.

• The hotel offers specific amenities to make

travelers feel at home.

B R A N D G U I D E

IDENTITYprimary visual

The first primary logo has three parts: The Gallivant

logotype, the compass, and the sub-head. The

Gallivant logotype is a customized Didot Bold

typeface. The compass contains the Gallivant “G” in

the center. The “Times Square” sub-head typeface

is Berthold Akzidenz Grotesk Regular.

Primary logo for use on all colored backgrounds displayed below.



Minimum Logo Width1”

When logo shrinkage exceeds 1” in width, the “TIMES SQUARE” footer is deleted.Logo shrinkage is not to exceed .75” in width.

Established brand guidelines, color palette, logo usage and general brand guidelines


Branded elevator doors with inspirational travel quotes“Compass Point” Door Hangers (left), In-room postcards (above)

Key packet and key card

Get Soc1al#SummerWithWolfgang | @WPCatering

Brand design and digital marketing for Wolfgang Puck Catering

Sales brochure for Wolfgang Puck Weddings

Having recently completed a multi-million dollar renovation, the Laguna Cliffs Marriott Resort & Spa, enlisted BRAIN-

TRUST to develop and execute a new marketing campaign to reposition the resort. Geographically located near several

other high-end luxury resorts along the California coast, Laguna Cliffs Marriott had an opportunity to demonstrate its new

high-end deliverables that were available at an accessible price-point.

The brand had to capture a sophisticated, yet casual, tone consistent with the “surf culture” roots of the community.

BRAINTRUST reimagined the Laguna Cliffs brand, utilizing elegant metallic elements combined with a hint of nautical

whimsy. Original imagery was captured as part of a two-day photoshoot, and a brand voice was developed that was

sophisticated but still fun as BRAINTRUST revamped eblasts, brochures, group sales collateral, social media elements in

addition to print and online ad units.

The result of the campaign?

Hotel occupancy that exceeded forecast, and

Best in Show at the Service Industry Advertising Awards.

Surf-themed VIP opening and media event with parade of vintage Surf Woodies

laguna cliffs marriott

Established target audience, brand guidelines, color palette and logo usage guide


Print advertising campaign


Cosmopolitan Sales Brochure

A boutique independent hotel located at the heart of Downtown Los Angeles, the Luxe City Center Hotel engaged BRAIN-

TRUST as their integrated agency for branding, website design and development, media buying, social media and public

relations. Developing new brand standards that were evocative of a contemporary brand “look and feel” and messaging

that was relevant to the hotel’s location directly across from the Staples Center, BRAINTRUST created new sales collateral,

eblasts, in-room pieces and a new website, complete with reservation system integration.

LUXE CITY CENTER HOTEL

Established target audience, brand guidelines, color palette and logo usage guide


Advertising campaign, in-room amenity card and promotional water bottles

In-room Magazine for Venetian | Palazzo Casino Resort

VERMONT CONVENTION BUREAU

Responsible for driving group sales and meeting and convention business to the State of Vermont, the Vermont

Convention Bureau was lacking a contemporary brand to attract modern meeting planners. While market research was

demonstrating that planners and group organizers were skewing younger, the look and feel for the VCB had remained the

same for many years. BRAINTRUST was engaged to create a new logo and brand identity that would connect with the

modern meeting planner and reposition the destination in a competitive manner.

The previous VCB Logo. Before our refresh.

Market research helped determine brand direction and core target audience Logo development process

VERMONT CONVENTION BUREAUAs a strictly B2B organization that deals with convention and group business, the VCB had unique

challenges. BRAINTRUST evaluated the research data and then blended science with art to create a new

logotype and brand identity.

The barriers for Vermont were multi-fold:

1. Lack of awareness of what the destination offered

2. Misconceptions about Vermont’s weather

3. Appealing to multi-generational decision makers

After an initial round of concepting, BRAINTRUST presented a brand positioning grounded in the spirit

of introduction / re-introduction. Rather than the formal, and arguably dated, positioning of Meetings In

Vermont, the BRAINTRUST creative team designed a logotype of simply Meet Vermont. This could be

interpreted as an imperative, or as a salutation, and simultaneously created a strong call to action, yet a

more accessible brand positioning.

Graphically the logo comprised of a modern custom typeface with informal lowercase letterforms and the

use of a modern geo-location pin point. The color palette remained largely shades of green, staying true

to the origin of the Vermont name (literally “Green Mountain”), with seasonal accent colors.

The resulting logo is a modern mark that is versatile and appealing to the desired audiences and a

powerful transformation from the previous logo. Extending the new brand look and feel to a new identity

package and tradeshow presence, the VCB established a new positioning slogan of “Always in Season.”

This line broke down the barrier that Vermont’s weather diminishes it as a year-round destination and

presented the State and its many attributes to a wide and diverse audience.

VCB New Identity Package

Tradeshow booth

VERMONT CONVENTION BUREAU

Advertising campaign targeting the various group markets relevant to Vermont

The Highland Dallas was the first hotel to join Curio – A Collection by Hilton, a selection of one-of-a kind properties that celebrate their individual personalities, while ensuring the quality and consistency that comes

with a world-class brand. BRAINTRUST launched The Highland Dallas with a comprehensive PR and marketing campaign that involved creative rebranding of the hotel’s look and voice, media relations and event-spe-

cific programming that drove awareness to the hotel and engaged the local community and social media strategy that drove engagement and new followers.

To run in conjunction to the hotel’s opening messages to the media, BRAINTRUST shaped the brand and voice of The Highland Dallas with the conception and design of more than 80 design projects within a four-

month launch period. Initial creative deliverables showcased a consistent brand voice that was smart, savvy and sophisticated with fun and a little quirkiness. Based on the central location of the hotel which is at

the heart of an affluent Dallas neighborhood and business district, much of the brand positioning referenced “At the Intersection of…”

highland dallas

highland dallas

AT T H E I N T E R S ECT I ON O F

WHAT ’ S HOT AND WHAT ’ S COO L

A N EW ERA OF BOUT IQUE HOTEL LUXURY B EG IN S .

K N I F E M O D E R N S T E A K | S A LO N P O M P E O | E X H A L E S PA

5 3 0 0 E M O C K I N G B I R D L N , D A L L A S , T X 7 5 2 0 6

2 1 4 . 5 2 0 . 7 9 6 9 | T H E H I G H L A N D D A L L A S . C O M




CHAMPAGNE TOA ST S

AND COWBOY BOOTS








LONE S TAR AND ROCK S TAR

Teaser advertising campaign to launch the new brand

highland dallas

From hotel room key cards, group sales collateral (left), ad-

vertisements and hotel e-blasts, every piece of the hotel’s

new brand design was consistent and spoke to the transfor-

mation of the property to the inaugural chic boutique hotel

within Hilton’s new Curio Collection.

The promotional campaign also included the food & bev-

erage offerings of the hotel that featured the award-winning

steakhouse Knife by celebrated chef, John Tesar.

Battery St

University PI

S Champlain St

Pine StChurch St

St Paul St

S Wilard St

Main St

King St

Maple St

College St

Pearl St

7

7

2

B Burlington Town Center

FLYNNSPACE

FLYNNFLYNN

Join us May 16th to May 22nd for a week-long

celebration of fun for everyone!

F O R D E TA I L S A N D E V E N T U P DAT E S

V I S I T T I VO L I V I L L AG E LV.C O M

SAV E T H E DAT E F O R

F R I DAY, M AY 1 6 - C L A S S I C C A R S H OW & M OV I E S I N T H E PA R K

F E AT U R I N G D I S N E Y ' S C A R S

SAT U R DAY, M AY 1 7 - S A L S A U N D E R T H E STA R S

S U N DAY, M AY 1 8 - RO O S - N - M O R E P E T T I N G ZO O & F U N D RA I S E R

M O N DAY, M AY 1 9 - G E T H A P PY F O R C H A R I T Y R E STAU RA N T C RAW L

B E N E F I T I N G U N I T E D WAY O F S O U T H E R N N E VA DA

T U E S DAY, M AY 2 0 - S U N S E T YO GA I N T H E PA R K

W E D N E S DAY, M AY 2 1 - S PYO N V EGA S @ V I E W W I N E B A R & K I TC H E N

T H U R S DAY, M AY 2 2 - M U T T M I X E R

1 | WEDDINGS BY WOLFGANG

BY WOLFGANGWeddings

WEBSITE DESIGN& DEVELOPMENT


braintrustlv.com


In addition to extensive experience in brand development, BRAINTRUST also has an in-

house team of interactive designers and developers to support brands with a powerful

online presence. All of our sites are completely responsive for ease of use on any device,

and are built with a convenient Content Management System to ensure that the site

can be easily managed. Our development team has experience working with the APIs

for online booking engines for both major hotel brands and independent reservation

systems.

Custom Word Press Theme and Content Management System

Map Integration Multiple Language Support

Social Media Integration

Schema, SEO Tools andAnalytics and Tracking

Full Screen Video (Production services at additional cost)

Responsive Design Fits Any Device

Strong Call to Action

WEBSITE “MUST-HAVES”Dedicated to designing and developing high-quality, custom websites that incorporate the latest techniques and technologies, BRAINTRUST considers the following functionality to

be integral in our online projects:

BRAINTRUST works in a collaborative, transparent fashion with a well-defined website design and development process. With an IA, wireframe, design, development process that

encompasses 90 - 120 days per site, our workflow process emphasizes communication and accountability and is shown below in a granular 9-stage outline:

WEBSITE WORKFLOW

STAGE 1 – PRE PLANNING

• Objectives of site

• Target audience

• Functionality

• Social media

• Timeline for delivery

• Hosting requirements

• Content management

• Analytics requirements

STAGE 2 – KICK OFF

• Technical specs

• Site map

• Review budget

• Hosting options

• Recommendations

• Project Schedule

STAGE 3 – CONCEPTING

• Develop IA

• Create wireframe guides

• Design concept

• User experience

• Branding

• Site navigation

• Content strategy

STAGE 4 – PRE DEV

• Template framework build

• Select CMS modules

• Social media integration

• Finalize design approach

• Placeholder content

STAGE 5 – CONTENT

• Create schedule of works

• Dates for deliverables

• Section by section checklist

• Supporting graphic assets

STAGE 6 – DEVELOPMENT

• Create style sheets

• Build out

• Programming content

• Supporting graphics

STAGE 7 – TESTING & QA

• Browser compatibility

• Portable devices

• Website resolutions

• Testing functionality

• Hosting review

STAGE 8 – GO LIVE

• SEO Tracking Tools

• Google analytics

• PR Announcement

• E-marketing

• Database cleansing

• CMS organization

STAGE 9 – MAINTENANCE

• Site maintenance

• Content renewal/updating

• Tracking statistics

• User feedback

• Website for boutique Napa Valley resort & spa

• Integrated with Synxis booking engine

• Open Table Integration

• WordPress CMS

• Fully responsive

• Bardessono.com

BARDESSONO NAPA VALLEY RESORT

• Website design and development

• Ticket-buying integration

• WordPress CMS

• CRM Integration

• VegasUncorked.com

BON APPETIT: VEGAS UNCORK’D

• Website development for D.C. hotel

• Responsive and adaptive design

• Integration to corporate booking engine

• WordPress CMS

• CRM Integration

• HamiltonHotelDC.com

HAMILTON - CROWNE PLAZA D.C.

WEBSITE PORTFOLIO

An outdoor adventure destination in rural Nevada, the Town of

Pahrump engaged BRAINTRUST to redesign and redevelop the

Visit Pahrump website. Using vibrant imagery and responsive

design, the new website incorporates reservation functionality

that allows the user to make a booking at one of Pahrump’s

hotels, casinos or RV parks. Mobile-friendly, the site also fea-

tures fully dynamic content and showcases local restaurants

and seasonal events.

• www.VisitPahrump.com

• Responsive design

• Mobile friendly

• Integrated reservation functionality

• Weather forecast wizard

• WordPress CMS

• Video and Google Map integration

pahrump, nevada tourism

pahrump, nevada tourism

• Design and development for Ohio hotel

• Completely responsive for any device

• Integration with IHG booking engine

• Data capture for eblast sign-up

• Social media integration

CROWNE PLAZA - DUBLIN, OH

• Design and development for classic Vegas casino

• Room reservation booking integration

• Players club point tracking integration

• WordPress CMS

• CRM Integration

• ElCortezHotelCasino.com

EL CORTEZ HOTEL & CASINO

WEBSITE portfolio

• Website for boutique hotel in New York City

• Room reservation booking integration

• Temperature and Open Table Integration

• Responsive Design

• TheGallivantNYC.com



As part of our integrated service for the Luxe City Center Hotel

in downtown Los Angeles, BRAINTRUST redesigned and rede-

veloped the website for the boutique property. The site em-

ploys dramatic, full-screen imagery with a prominent booking

widget, in addition to accommodating the needs of the group

sales team with RFP functionality.

• LuxeCityCenter.com

• Integrated with Synxis booking engine

• Group sales RFP functionality

• WordPress CMS

• Newsroom, video and photo gallery pages

• Fully responsive

• Chinese-language pages

• SEO optimized


THANK YOUFOR YOUR CONSIDERATION

Michael Coldwell, Managing [email protected] c 702.429.9656

braintrustlv.com

8948 spanish ridge avenue | las vegas nv | 89148

BT - Agency Capabilities 9-5-16 lores copy

Documents