The Versey Hotel
Take a small, tired 40-year old Days Inn located well outside Chicago’s city center and rebrand it to compete against a downtown market filled with legendary boutique hotels and major hospitality brands.
Through extensive research and interviews with frequent guests, we found a consistent theme that keeps them coming back. We were determined to give potential guests something that no downtown hotel or major hospitality brand could offer them – a genuine neighborhood experience. With our ‘Stay Like A Local’ campaign for the newly rebranded Hotel Versey, Point B leveraged the property’s uniquely eclectic vibe and its unparalleled neighborhood location to offer visitors a chance to experience the city on a personal level. Allowing them to become part of the neighborhood experience, not just during their stay, but forever afterward.
The new brand look and attitude proved so popular that many of its elements were incorporated in aspects of the hotel décor.
This neighborhood hotel that had never really felt a part of the neighborhood has now become a social hub for guests and area residents alike.
The hip, urban feel of the new marketing campaign raised the property’s awareness among potential guests who crave unique hotel experiences, particularly with those in the younger target market who previously chose to stay elsewhere. Since the rebrand, hotel bookings increased 36%, millennial bookings grew by 47%.
Davey Award winner for Best Print Campaign.