Inn On Fifth
The Inn on Fifth is an established boutique hotel in the heart of downtown Naples. In late 2012, the hotel launched its new Club Level Suites in an exclusive new building, as well as a complete renovation of their existing hotel. These new suites and upgraded rooms commanded a higher rate, and required that the hotel reach a new target market of more affluent travelers.
Our brand refresh essentially re-launched the hotel, with a new logo, new color palette, collateral materials and messaging. The advertising campaign was executed in a variety of media, including newspapers, magazines, radio and online advertising, all targeted to affluent travelers in Naples and key markets throughout the U.S. The campaign launched in October and ran for seven months. Booking codes and tracking URL’s were used to track bookings.
Subsequently, room rates grew by double digits. There was a 50% increase in revenue in 2013, RevPAR growth was +12 percent and there was an encouraging number of repeat guests. The momentum of the branding and messaging also helped launch the Inn’s new signature restaurant, Avenue5.