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Hotel Branding : Ponderosa Pines

Ponderosa Pines Inn & Cabins, Lead, 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 was to rebrand the Ponderosa Motor Lodge in order to create an improved brand image, better manage guest expectations and develop a marketing strategy to promote the property and increase bookings.
An updated name and brand identity was developed to more clearly communicate the offering to potential guests while revitalizing the image of the property. The identity was then translated to outdoor signage, a proposed responsive website design and an online advertising concept. We created a marketing campaign, “Great Outdoors—GO Ponderosa”, in support of their updated positioning and to appeal to their target customer — the outdoor enthusiast seeking fun and adventure in the great outdoors.

• The new logo features the stately Ponderosa Pine and gives the authentic feeling of
the American Black Hills experience.

• A proposed responsive website design which instantly communicates the unique
personality and outdoor experience that Ponderosa Pines has to offer.

• The Great Outdoors—Go Ponderosa online advertising campaign is a bold call to
action for those who embrace an outdoor active lifestyle and the many activities
readily available in the area.

• Mini brand guidelines and marketing plan


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