GrandStay Residential Suites
GrandStay Residential Suites is an extended-stay hotel. During recent years, GrandStay has franchised throughout Minnesota, Wisconsin, Iowa, South Dakota, and California. Despite positive growth, the GrandStay brand had different identities in each market. Rather than being seen as an innovative leader in the hospitality industry, some markets suffered the perception of GrandStay as an assisted living complex.
younique approach:
The ambiguous broken brand needed a streamlined approach to communications, unifying existing franchise locations and further growing GrandStay in emerging markets. We joined in as part of the GrandStay team, visiting and reviewing all properties. We found the common thread among the locations and developed communication materials reflecting unity. In addition, we developed creative pieces to increase awareness for the GrandStay brand at a national level to sustain existing franchise business and fostering growth.
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