We put the brand back in Ace Hotel

Media

Data & Analytics

Both brand dollars and individual hotels were funding offer-driven media, resulting in an over-promotional brand presence. With no clear distinction between brand and demand roles, messaging became repetitive and price-forward, which diluted Ace Hotels’ premium positioning and contributed to declining awareness performance.

Drove over 8MM in reach over the life of the campaign

Cost per 1k people reached improved 15% from the launch of brand campaigns.

Awareness campaigns generated over a 9x ROAS

The Approach

Rebuild brand equity and stabilize awareness by separating brand storytelling from offer-led demand messaging—using brand dollars to support always-on brand presence while allowing hotels to deploy offers tactically

We restructured the media ecosystem to clearly define responsibilities across the portfolio.

Brand dollars were reallocated to fund always-on brand media, ensuring consistent, elevated brand storytelling using paid social and digital display. This media focused on Ace’s design sensibility, cultural relevance, and experiential value—reinforcing what differentiates the brand beyond price.

At the same time, hotel-level budgets shifted to offer and package messaging, enabling properties to drive bookings during need periods. This leaned heavily into search to reach those already in the information seeking phase with an added layer of social to retarget high-intent users.

This separation allowed each investment to do one job well—building long-term brand value at the top of the funnel while preserving performance at the property level.