“THE ORIGINAL HIDEAWAY”
How do you take an historic, classic hotel that is one of the desert’s great get-a-ways and bring back the essence that once made it a true oasis – while overcoming a name infringement from a recognized hotel chain?
We looked to its roots, the reason the hotel was built, the romantic heritage and what it offered in its one-of-a-kind grounds and casitas. Originally built to accommodate the Hollywood crowd, the property became a seasonal oasis for those looking to escape and find their own hideaway.
To capitalize on the resort’s legacy, the campaign used statements beginning with “Where” to emphasize its truly unique offerings and the oasis nature of the property, punctuated by the simple tag “The Original Hideaway.”
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