Tuesday, September 9, 2014

Element Advertising checks in to Charlotte market

Element Advertising has been selected by Charlotte’s premier boutique hotel, The Dunhill Hotel, as marketing agency of record. The two-year relationship will include a comprehensive brand planning process that will drive strategy for all marketing efforts on behalf of the hotel and The Asbury, the fine-dining restaurant located in the lobby. 

“The team at Element has great marketing experience in the hospitality industry,” said John Beatty, General Manager of The Dunhill. “We put Element’s capabilities next to marketing firms in Atlanta and in our own backyard. They came out ahead. We look forward to this partnership.” 

The brand planning process is expected to produce a number of strategic documents. The Brand DNA manual will define graphic standards, communication architecture and brand voice. In concert, the strategic marketing plan will identify target markets, set strategic goals tied to the business plan and identify timing for implementation. Element will provide a media planning and buying strategy that reaches across digital and traditional media through both print ads and SEM/digital banner ads. Finally, a Google AdWords campaign will grow The Dunhill’s online presence. 

“Element is celebrating its second anniversary this month,” said Jack Becker, principal brand strategist and creative director. “I can’t think of a better way to mark that milestone than welcoming a client as prestigious as The Dunhill, in a market as important as Charlotte.” 

About Element Advertising
Founded in 2012, Element Advertising is Western North Carolina’s largest full-service agency. Founding partners Jack Becker, Rob Young and Matt Levin have evolved the traditional agency model to better meet the integrated marketing needs and strategic business goals of local, regional and national clients like Eastern Band of Cherokee Indians Travel and Tourism, North American Roofing and Chimney Rock State Park. Element provides full service though an innovative approach that begins with creative problem solving, and leads to many varied capabilities in a wide variety of media. By managing these capabilities in one centralized hub, Element’s clients find greater results and a far easier path to achieving them. 

About The Dunhill Hotel
Designed by Charlotte architect Louis Asbury, Sr., the hotel originally opened in 1929 as the Mayfair Manor. The 10-story, 60-room hotel has been fully restored and is a landmark in the arts community and cultural district. The Dunhill Hotel is a member of Historic Hotels of America. For more information, visit: www.dunhillhotel.com. 

About The Asbury
With its warm service and artistic food presentation, The Asbury puts a sophisticated spin on the local food movement and traditional Southern dishes.  Led by Executive Chef Chris Coleman, The Asbury is a tribute to Charlotte’s Southern roots and the culturally diverse community of the New South. There is a strong tie to heirloom ingredients native to the area and specialty items grown by small, family farms throughout the local region. For more information, visit: www.theasbury.com.

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