Hilton Hotels Corporation engaged Daniels + Roberts as AOR for both The Waldorf Astoria Orlando and Hilton Bonnet Creek from pre-construction onwward. This was to be the largest “from ground up” project ever undertaken by Hilton.
1500+ rooms and suites, 150,000 square feet of meeting space, and the Waldorf Astoria Golf Club featuring an 18-hole Rees Jones masterpiece on 482 acres bordering Walt Disney World.
This was also to be the first attempt at expanding the Waldorf Astoria brand, the epicenter of NY deal-making and social activity, beyond the confines of the Park Avenue Grand Dame and the launch of the Waldorf Astoria Collection. Due to the market crash of ‘08 and subsequent AIG effect, the preliminary thoughts and directives developed by Hilton were no longer prudent or feasible even prior to launch.
Due to economy, project scope (sheer size), Orlando location and the strength of both brands among corporate and group segments, the obvious objective was to target group sales.
Daniels + Roberts conducted Intercepts and in-depth interviews (IDI’s) with corporate and association planners and incentive houses along with the transient/leisure market, specifically recent travelers to Walt Disney World. This was complicated by having to serve two different hotel brands within the same destination, while the destination, Bonnet Creek, required its own positioning and marketing. The by-product was a clear positioning of the destination and resorts of authenticity, retreat and elegance (not luxury) as compared to WDW, Marriott and Starwood properties.
Authentic oasis in a world of make-believe.
A collection of two extraordinary brands set in the ultimate location for celebration and relaxation.
Unique and authentic in their own right dedicated to treating each guest who walks through the doors as an individual — every person genuinely feels special, welcome and comfortable.
Concepts were tested against Group and Leisure segments. To facilitate this, Daniels + Roberts developed integrated digital, social and print programs inclusive of six websites (Hilton Bonnet Creek, Waldorf Astoria Orlando, WA Golf, and dual branded websites for Meetings, Weddings and Media) as the cornerstones for our marketing programs, online tools and sales initiatives.
RESULTS:
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Prior to property opening in October 2009, we had $41 Million dollars of
pre-booked revenue for the next year and a total of $108 Million in future bookings.