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Advisor to Pomeroy Lodging in its Acquisition of the Kananaskis Lodge From Delta Hotels

The Work

Incite served as strategic marketing and communications advisor to Pomeroy Lodging through its acquisition, redevelopment, and market reintroduction of the now Pomeroy Kananaskis Mountain Lodge. During a three year process that wrapped up with the relaunch of the property in spring 2018, the Pomeroy Kananaskis Mountain Lodge underwent a $35M renovation and rebrand to revitalize the property and position it as part of the prestigious Autograph Collection by Marriott.

At the outset, Pomeroy Lodging approached Incite to build a marketing strategy and new brand to effectively position the Kananaskis property post-renovation with both regional and global audiences. In addition, Pomeroy Lodging was seeking direction on how to incorporate the new property within its portfolio of brands and how to ensure a strong integration process that would bring the property and its people into alignment with the corporate culture.

Incite assessed the brand and market opportunity by interviewing local and international stakeholders to determine their needs and expectations and to determine what they value most in a signature hotel property and conference/event destination. These discussions informed an integrated place branding strategy and communications plan for the project, including a new visual identity, key messages targeting a wide variety of stakeholders, and development of all required marketing and communications assets.

Incite led the reintroduction of the property to the market. To ensure brand consistency, Incite remained closely involved throughout the entire integration, providing recommendations and supporting Pomeroy Lodging on major communication and cultural alignment decisions through to brand launch in March 2018.

”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 made in Kananaskis, leveraging market research and a systematic approach provided added confidence to help us maximize our return. Our partnership with Incite as we fully integrated the new brand and customer experience was critical to ensure a successful reintroduction of the property in the market.

Ryan PomeroyPresident, Pomeroy Lodging

Relevance

Through our work with Pomeroy Lodging, Incite:

  • Leveraged extensive stakeholder engagement to inform the place branding and marketing strategy
  • Developed the differentiated value and key messaging to use with both local and international audiences
  • Created a marketing plan that supported tourism and growth in Alberta, specifically the Kananaskis region
  • Developed visual brand and guidelines aligning with the established position
  • Supported the development of additional branding materials
  • Led a brand rollout process to staff

 

Reference

Ryan Pomeroy
President, Pomeroy Lodging

”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.

Trish KushnirukPast Partner, Incite