Collect / Research & Analyze
The Poipu Beach Hotel, one of the oldest hotels on the Hawaiian island of Kauai, was built in the 1960s and was destroyed by Hurricane Iniki in 1992. Thankfully, 15 years later it was under reconstructed. Littered with big brands and traditional Hawaiian ambiance, the island of Kauai was a prime spot for eco adventure fans who wanted a boutique luxury hotel experience. Built on the original footprint of the Poipu Beach Hotel, CTF Hotels offer luxury amenities and an unmatched proximity to the ocean.
Articulate / Strategize & Simplify
The challenge was in creating a new personality for the old hotel’s reputation as well as positioning towards a younger market interested in adventurous and luxurious vacations. Originally CTF Hotels wanted to reopen the hotel by its former name, but after our recommendation about its new boutique positioning and marketing, it made sense to make the change. We helped CTF Hotels develop a simple name in Hawaiian, that was also short enough to appeal to the jet-set crowd along the Pacific Rim.