1. d o g & p o n y s h ow *
* Photo taken on Pony’s day off.
w e l c o m e t o o u r
2. 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...
3. 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.
4. 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.
5. WHAT WE DO
It’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
6. • 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:
7.
8. 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.
9. • 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 PROCESS
With 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.
10. • 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
11. PUBLIC RELATIONS
& SOCIAL MEDIA
Michael Coldwell
michael@braintrustlv.com 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.
12.
BRAINTRUST PR: RECENT COVERAGE
13. KVVU
Fox
5
Morning
News
BRAINtrust
Marketing
+
Communications
8948
Spanish
Ridge
Avenue,
Las
Vegas,
NV,
89148
www.braintrustlv.com
16. 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
19. 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.
20. 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 6.6k
Other 3.0k
Page Post 2.5k
Fan 527
User Post 9
Mention 4
BY DAY OF WEEK AVG TOTAL
Sun
Mon
Tue
Wed
Thu
Fri
Sat
394.4
324
221.8
334.8
252.3
408.3
414.4
2.0k
1.3k
887
1.3k
1.0k
1.6k
2.1k
SHARER DEMOGRAPHICS Here's a quick breakdown of people creating stories on your Facebook Page
AGE & GENDER
13-17
18-24
25-34
35-44
45-54
55+
23 / 19
277 / 398
871 / 978
618 / 748
399 / 421
208 / 306
45%Male
55%Female
TOP COUNTRIES
United States
Canada
Germany
United Kingdom
Australia
3.6k
181
152
150
115
TOP LOCALES
English (United States)
English (United Kingdom)
Spanish (umbrella locale)
German (Germany)
Portuguese (Brazil)
3.9k
304
256
187
111
10
20
30
Aug 18 Aug 25 Sep 1 Sep 8
0
2.5
5
7.5
Aug 18 Aug 25 Sep 1 Sep 8
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 1.2m
Mention 25.4k
Page Post 9.9k
Fan 5.2k
Question 0
Coupon 0
User Post 0
Other 0
Paid 137.8k
Organic 91.4k
Viral 1.3m
BY DAY OF WEEK AVG TOTAL
Sun
Mon
Tue
Wed
Thu
Fri
Sat
60.6k
45.1k
34.6k
48.7k
34.4k
48.9k
67.7k
303.0k
180.4k
138.4k
194.9k
137.8k
195.4k
338.7k
IMPRESSION DEMOGRAPHICS Here's a quick breakdown of people engaging with your Facebook Page
AGE & GENDER
13-17
18-24
25-34
35-44
45-54
55+
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 States
France
Germany
Canada
United Kingdom
365.3k
36.3k
33.8k
29.8k
25.9k
TOP CITIES
Los Angeles, CA
Las Vegas, NV
New York, NY
Chicago, IL
London, United Kingdom
22.8k
17.9k
12.9k
11.8k
7.5k
Strong methodology in social media content creation, listen & response, and audience growth. Monthly reports to track KPIs and social success.
21. 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
22. 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.
social media success
23. 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.
social media success
24. DIGITAL
MARKETING
Michael Coldwell
michael@braintrustlv.com c 702.429.9656
braintrustlv.com
8948 spanish ridge avenue
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.
26. 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
27. 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.
28.
29. 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
VOICE
brand
BOOK A ROOM. DROP YOUR BAGS.
DISCOVER THE CITY.
THE GALLIVANT TIMES SQUARE
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
PALETTE
color
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.
DNA
brand
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
IDENTITY
primary 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.
Primary logo for use on all colored backgrounds displayed below.
Primary logo for use on all colored backgrounds displayed below.
Minimum Logo Width
1”
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
30. THE GALLIVANT TIMES SQUARE
Branded elevator doors with inspirational travel quotes“Compass Point” Door Hangers (left), In-room postcards (above)
Key packet and key card
33. 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
37. 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
38. LUXE CITY CENTER HOTEL
Advertising campaign, in-room amenity card and promotional water bottles
40. 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
41. VERMONT CONVENTION BUREAU
As 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
44. 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
45. highland dallas
AT T H E I N T E R S E C T I O N O F
W H AT ’ S H OT A N D W H AT ’ S C O O L
A N E W E R A O F B O U T I Q U E H OT E L LUXU RY B EG I N S .
K N I FE M O D ER N ST E AK | SALO N P O M PEO | E XHALE SPA
5 3 0 0 E M O C K I N G B I R D L N , DA L L A S , T X 7 52 0 6
2 1 4 . 5 2 0 . 7 9 6 9 | T H E H I G H L A N D DA L L A S .CO M
5 3 0 0 E M O C K I N G B I R D L N , DA L L A S , T X 7 52 0 6
2 1 4 . 5 2 0 . 7 9 6 9 | T H E H I G H L A N D DA L L A S .CO M
AT T H E I N T E R S E C T I O N O F
C H A M PAG N E TOA S T S
A N D C O W B OY B O OT S
A N E W E R A O F B O U T I Q U E H OT E L LUXU RY B EG I N S .
K N I FE M O D ER N ST E AK | SALO N P O M PEO | E XHALE SPA
5 3 0 0 E M O C K I N G B I R D L N , DA L L A S , T X 7 52 0 6
2 1 4 . 5 2 0 . 7 9 6 9 | T H E H I G H L A N D DA L L A S .CO M
A N E W E R A O F B O U T I Q U E H OT E L LUXU RY B EG I N S .
K N I FE M O D ER N ST E AK | SALO N P O M PEO | E XHALE SPA
AT T H E I N T E R S E C T I O N O F
LO N E S TA R A N D R O C K S TA R
Teaser advertising campaign to launch the new brand
46. 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.
48. WEBSITE DESIGN
& DEVELOPMENT
Michael Coldwell
michael@braintrustlv.com c 702.429.9656
braintrustlv.com
8948 spanish ridge avenue
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.
49. Custom Word Press Theme and
Content Management System
Map Integration Multiple Language
Support
Social Media
Integration
Schema, SEO Tools and
Analytics 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:
50. 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
51. • 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
52. 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
54. • 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
THE GALLIVANT TIMES SQUARE
55. LUXE CITY CENTER HOTEL
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
57. THANK YOU
FOR YOUR
CONSIDERATION
Michael Coldwell, Managing Partner
michael@braintrustlv.com c 702.429.9656
braintrustlv.com
8948 spanish ridge avenue | las vegas nv | 89148
