The Issue

A tough local competition: Barcelona, the second “lifestyle” city after NY, is a battlefield for cool hotels and restaurants. Six months of closing for renovation.

How do you keep the interest up?

The Answer

By repositioning the reinvented Barcelona Hilton on “the Vibe”.

The “Vibe” is the spirit of Barcelona, its unique ambiance, mixing energy and creativity, business and fun.

By pre-marketing the hotel via a blog: and fun.

By a series of pre-marketing tools and action ramping up to the reopening: Giant banner on the facade, regular emailings and mailings, “construction lunches” giving b2b partners (wearing bardbats and workers day-glo jackets!) a preview of the “Vibe” to come…