Story
The Westin Hotel Galleria contained a nightclub in this location was struggling for business. Previous attempts to draw people to this “high vantage point” had been unsuccessful. CHANGEffect evaluated the project client base, suggested a new name and provided a strategy to draw new business. The key benefit defined was the view from the club, unmatched in the area along with a younger vibe atmosphere to draw the young professional demographic of the area, versus targeting hotel guests. The name suggested was Visions Nightclub, with a tagline of “A new way to look at the night.”
Expression
To reflect and support the new name and tagline, the grand opening event spectacle was based on an eye doctor theme. All employees donned colorful eyeglasses and doctor garb supporting direct mailed invitations looking like an eye chart that read, “Do you want to party.” The ad and direct mail campaign offered glimpses of the view as well as other features promised in the experience of visiting the club. The result from this one-year campaign was that this property become the second most successful nightclub of the chain, second only to the Union Square in San Francisco Westin property.