Green Hotel

Brief
In a marketplace where for many 'green' is seen as an unaffordable expense, The Broadstone Group, an established hotel developer, planned to build a chain of affordable, environmentally friendly hotels across the U.S. They asked us to work with them on the business plan and brand and communication strategy.

Culture
Unless you live on another planet you won't have missed the tsunami of green marketing; from new products and services, political debate at every level and what feels like media saturation. The good news is that people in general have become much more concerned about the environment. The bad news is that the doubters on the right coupled with the dispiriting doom and gloom from the left, are preventing the mainstream adoption of ethical and sustainable lifestyle choices. We believe there is a role for a mainstream brand to change what people think being green is. A beautiful, comfortable hotel is cost of entry; the challenge is making it 'green'. Key to this is the innovation and efficiency of what's known as environmental restoration. This isn't about just being environmentally friendly, it's about creating a business whose day-to-day operation actually cleans the planet.

The opportunity was to combine the latest technologies and build an environmentally restorative brand that will allow people to be indulgent, act in their own self-interest and make nice with the planet.