The Finest Line between Business & Leisure
With the acquisition of three new hotels, The Capital Hotels & Apartments had evolved from a “Good for business” positioning to a hotel group that offers so much more.
We needed to upgrade their positioning without excluding what the brand had already established for itself. We revised their positioning statement from “Good for Business” to “Right, where you need to be”. The Capital Hotels & Apartments still needed to be associated with business and their new positioning shouldn’t over-shadow this, but rather act as an added benefit. To achieve this we needed to show both business and leisure.