A Brand Isn’t Built on a Ballroom (or a View)

As ALHI insiders and experts in group marketing, we understand the gravitational pull towards promoting features and amenities, and there’s a place for all of it in a comprehensive marketing plan. But to build an effective group brand and solve difficult group business challenges, we know how to elevate the conversation and rise above – with insightful strategy, applied creativity and a fully integrated toolkit.

THE BRAND LIFT

SEE MONTEREY: Instead of selling a venue; Monterey sells a feeling (All In) and it moved consideration to a 5-year high. It’s what happens when strategy, creativity, and meetings-media expertise meet audience development and a tech stack built to put the message in front of the right planners, in the right places. The campaign went on to win an HSMAI Adrian Award.

THE RIGHT STORY

AT&T CONFERENCE CENTER: When their downtown convention center closed for renovation, we turned a liability into a trailblazer story – leveraging IMEX as a catalyst to earn coverage in Skift, BizBash, and others. It’s what happens when strategic PR, media relationships, and story alignment turn a market challenge into a visibility win.

THE REFRAME

RIO LAS VEGAS: Everyone else sells Strip proximity. We made off-Strip the value proposition. “Think Beyond” positioned distance as access to the best of Vegas, minus the hassle. That’s the payoff when positioning strategy and sharp creative find the advantage hiding inside a perceived weakness.

THE UNCONVENTIONAL VOICE

VISIT SACRAMENTO: Sacramento isn’t necessarily on the radar as a group destination, but we discovered hidden strengths that make it a smart choice for savvy planners.  “Capitalize It” builds a brand around a city that works together to make your meeting great. That’s the result when strategic discovery uncovers an advantage the market hadn’t yet claimed.

THE FULLY INTEGRATED TOOLKIT

A fragmented approach to group marketing produces fragmented results. But our core capabilities are fully integrated to better serve clients, delivering efficient, cohesive impact.

  • Brand Positioning & Identity Design
  • Research & Analytics
  • AI Visibility Strategy
  • Integrated Media Planning & Buying
  • Proprietary Tech Stack VIA62
  • Audience Development & Segmentation
  • Public Relations
  • Organic Social & Influencer Marketing
  • Creative Platforms & Content Development
  • In-house Creative, Video and Content Production

INTRODUCING: THE MEETINGS MINDSET INDEX

Building on our deep knowledge of group decision makers and meeting planners, we’re excited to announce that in October, at IMEX America, we’ll be releasing the results of our new, annual study of meeting planners – fielded earlier this year. The Meetings Mindset Index introduces a confidence-based segmentation that goes beyond overall industry optimism, and uses a more personal, inward facing lens to understand the differences between high-confidence planners and less-confident planners.

One early finding: fewer than half of all planners are moved or motivated by hotel and DMO group marketing materials today.

That’s not a knock on the industry, it’s a wide-open door for the destinations and properties willing to roll up their sleeves and do the work with us to build a group brand and marketing program that’s credible, creative, and drives business growth.

 

If your current group marketing sounds a lot like everyone else’s, let’s talk. Contact Lori Bartle: [email protected].