The Gallivant Times Square
As travelers become more interested in unique, one-of-a-kind offerings, more and more hotel properties are seeking to break free of big chain names and antiquated, pillow-mint standards and create an authentic, modern, lifestyle hotel experience. So, when it was time for a 336-room hotel located in the heart of Times Square to go independent, we were chosen to create the new brand and make the property appealing to New York City visitors both stateside and international.
Deliverables
- Brand Identity
- Interactive Design
- Web Development
Research
Most cities like to think they’re unique, but New York City actually is. It’s a world destination travelers have dreamed of visiting ever since watching a young Macaulay Culkin run amuck in the early 90s, or since they first began counting along with the famous New Year’s Eve ball drop.
First things first: When Braintrust was called to rebrand the property, we packed our bags, got on a plane (not in first class), and headed east.
A new brand for a New York state of mind
Most cities like to think they’re unique, but New York City truly is. It’s a world destination travelers have dreamed of visiting ever since watching a young Macaulay Culkin ran amuck in the early 90s. So, when we were called to rebrand the property, we began a rigorous discover process that included property visits, guest studies, comp set comparison, conference calls, late-night brainstorms, and in-depth lobby water analysis (yes, we did that). The new brand was influenced by the following insights and considerations:
- Over half of the current guests are international, so the new brand must appeal to both domestic and out-of-country visitors.
- The property’s great strength is the location and proximity to New York City landmarks.
- People come to New York City for a reason. Whether that’s business or pleasure, it must appeal to both mindsets.
- New York City is largely a city of discovery. There’s a never-ending list of things to see and experience.
Creative Design
So, we did our homework, but how did we do on the big test? Well, you be the judge.
People don’t just find themselves in New York City by accident. Whether you’re in NYC for business or pleasure, you’ve come to the city with intention and specific reason. The term “Gallivant” defines this type of travel. We travel to enrich our lives, and The Gallivant appeals to that “travel bug” in us all. Plus, as an unused name within the NYC hospitality industry, we were able to quickly create and own the brand story by “The Gallivant.”
Careful consideration was also made during the process to select a name that gave us the ability to easily incorporate a locator tag because New York City has vastly distinct neighborhoods and areas. It’s not Soho, it’s not East Village — it’s Times Square.
The travel theme was utilized in the hotel rebrand beginning with the compass logo/mark, and then, extended throughout the property with in-room collateral, custom elevator wraps, key cards, and more.
Website Development
We know that more than 76% of travel decisions are made online, so a great website for The Gallivant was a must. With that in mind, we created a fully-responsive website for the hotel that featured rich imagery, integrated booking engine and compelling package offers.
About The Gallivant
In a central location at 48th and Broadway, The Gallivant Times Square is the ideal basecamp for Manhattan dining, nightlife, theatre, entertainment, and exploration. From the in-room maps, to the location signs in the lobby, every piece of The Gallivant is meant to inspire adventure and New York City discovery.