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Hotel Branding : Cedar Wood Inn

Cedar Wood Inn, Deadwood, SD as seen on “Hotel Impossible”

Alternatives worked with Travel Channel’s Hotel Impossible and host Anthony Melchiorri, on the season 8 premiere episode “Full Throttle in Sturgis” featuring 3 hotel properties in South Dakota. Our role in the episode, regarding the Cedar Wood Inn in particular, was to develop a marketing strategy that would communicate a hotel experience that is differentiated from the many chain hotels that have become prevalent in the area.
We created a new positioning for the Inn as a unique place place with personal touches and easy access to the nightlife and gambling of the main town. We saw an opportunity for The Cedar Wood Inn to connect with key trends in the marketplace—individual, hand detailed design and architectural details, storytelling and online user experience. We developed a marketing campaign that promotes “The Best of the Black Hills” for those who want the best of both worlds, the outdoor adventure of the Black Hills and the nightlife of the town. Rebranding the website instantly communicates the unique personality and one-of-a-kind experience that the Cedar Wood Inn has to offer. The digital marketing plan also included social media, advertising and website SEO to improve search and build an online community of followers.

• The brand logo is based on the beautifully handcrafted sign of the Inn and adds a
touch of artisan personality that is unique to Cedar Wood Inn.

• Responsive website design and development improves the user experience allowing
visitors to get an immediate impression of the property and brand position.

• The “Best of the Black Hills” marketing campaign uniquely pairs the outdoor adventure
of the Black Hills with the gambling and nightlife Deadwood has to offer.

• Social Media channels build an online community of followers and provide additional
information and content to guests and potential guests.


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