Introduction
PARADOX Hotel Group was created by international real estate developer TA Global to unite their hotels under a common brand.
After four great years as Content Marketing Manager at Summit Lodge Boutique Hotel (a TA property), I joined some of my colleagues in conceiving and launching the PARADOX Global brand.
Summary
My participation in the PARADOX launch occurred in two phases.
In the first phase, I joined the executive team to:
- Refine and revise the business plan
- Create a digital strategy for the brand and define actionable MVPs
- Design and onboard a unique digital marketing role to fulfill the requirements identified in #2 (“Digital Concierge”, a marketing/service hybrid position)
- Coordinate with creative and technical partners to prepare the brand for public launch
In the second phase, I worked independently and in coordination with the Brand Director to:
- Develop a photographic aesthetic suitable for the PARADOX brand
- Create the PARADOX Photography Guidelines
- Edit existing assets from our international locations to match the brand aesthetic
- Shoot and edit updated photos of our Whistler and Vancouver locations
Samples
Digital Marketing Strategy and Role Creation
Leveraging insights I’d gained over four years at the Summit Lodge, I proposed an interaction-based (holistic) approach to digital marketing for hotels.
This approach considers the numerous touchpoints/interactions between the hotel and its guests and audits those interactions for 1) digital relevancy and 2) impact on guest engagement and retention.
One key takeaway from the report is the importance of managing the guest experience by providing excellent service on all channels, integrating digital channels with the hotel’s customer service team (the “front desk”) and optimizing web and social content to serve as an extension of the front desk.
These observations are reflected in the position I created to fulfil our immediate requirements, which were influenced by budgetary restrictions resulting from the pandemic. The Digital Concierge, a crossover between Front Desk Agent and Social Media Coordinator, provides digital community engagement and customer service, and executes a simple content strategy (in the absence of dedicated digital marketing personnel).
PARADOX Photographic Aesthetic and Guidelines
Pending the launch of the PARADOX brand, existing photo assets needed to be audited for quality and re-edited to fit the updated brand aesthetic.
In collaboration with the Brand Director, I designed the PARADOX signature look and detailed the technical and stylistic guidelines in the PARADOX Photography Guidelines.
Top: Original | Bottom: Updated with PARADOX signature look—a subdued cinema grade with enhanced shadow contrast
Launch Assets
I shot and edited photos needed for the brand launch, focusing on the flagship downtown Vancouver location, as well as the Aava Whistler Hotel.
