The Electric Relaunch of the Novotel New York Times Square.

Case studies are a new feature to Naked Hospitality. Each is designed to illustrate how our approach to strategic market planning resulted in meaningful ROI for clients, such as this one outlining our international award-winning relaunch campaign for the Novotel New York Times Square.

Novotel NY TS


Following the successful Metamorphosis renovation campaign we crafted for the Novotel New York Times Square, ownership and management turned to JFHC again for the hotel’s relaunch strategy, including a strategic market plan, new brand strategy and supporting creative executions, which aligned with established Novotel brand standards. The objectives were to raise the Novotel New York Times Square brand positioning—to better compete with its four star comp set—and significantly increase room revenue.


The property’s transformation was conceptually designed to bring the energy and excitement of Times Square into the hotel. This was artfully expressed through all aspects of the hotel’s architecture, interior design and general guest experience. The JFHC team translated the new hotel product into their marketing strategy and developed the brand theme, “The excitement of New York, the electricity of Times Square.”

This theme was interwoven throughout the relaunch campaign, beginning with an architectural and lifestyle image and motion shoot—focused on capturing the new vibrancy and electricity of the hotel, while showcasing the Times Square experience. The assets where then used to update the hotel’s online presence—Website and social media channels—and to create new collateral, ads, and in-house marketing tools. All of the marketing messages for the Novotel New York Times Square incorporated the new tagline, “Don’t just check out Times Square, Check in.”


To say the repositioning campaign for the new, electric Novotel New York Times Square was a success may be an understatement, considering ownership profited more than $90 million on the sale of the property shortly after the renovation and relaunch. You could call that a humble brag.

Additionally, the creative won several HSMAI Gold Adrian Awards, including one at this year’s ceremonies for the “Two Experiences, One Hotel.” video.

This entry was posted on Tuesday, May 17th, 2016 at 8:47 am and is filed under Case Studies . You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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