PKML before Incite
Pomeroy Kananaskis Mountain Lodge (PKML), owned and operated by Pomeroy Lodging, is a world-class resort in the heart of the Canadian Rockies. Located less than an hour west of Calgary, the lodge underwent a $35M renovation and has joined the prestigious Autograph Collection by Marriott. Already an existing client, Pomeroy Lodging approached us to build a marketing strategy and new brand to position the Kananaskis property effectively post-renovation.
PKML with Incite
We started to assess the brand and market opportunity by interviewing key stakeholders, including hotel guests, tour operators, event planners, and corporate clients, to determine their needs and expectations, along with what they value most in that area and from a signature hotel property. These discussions informed an integrated communication plan that defined the brand strategy for the project, including a new visual identity and key messages.
Incite also developed additional branding tools and deliverables to reinforce the new identity to both internal and external stakeholders. To ensure brand consistency, we remained closely involved throughout the entire integration, providing recommendations and supporting PKML on major communication decisions.
”Our partnership with Pomeroy Lodging is built on a shared understanding of the importance of brand experience and internal engagement. We work hand in hand to create a world-class guest experience that aligns with our defined brand strategy.
Darren TonnPartner & Creative Director, Incite
Outcomes
The new brand was launched on March 28, 2018, and successfully highlighted PKML’s combination of luxury and accessibility to its guests and employees. Initial feedback from hotel guests and industry partners has been positive, and forecasted hotel bookings for summer 2018 are up significantly.
”Incite was able to help us clarify how we wanted to position our property in the market and then build a brand strategy to reflect that. Given the significant investment we’ve made in Kananaskis, leveraging market research and a systematic approach has provided added confidence that we will maximize our return. We look forward to our continued partnership with Incite as we look to fully integrate the new brand to ensure a successful reintroduction of the property in the market.
Ryan PomeroyPresident, Pomeroy Lodging
