PHILADELPHIA—The Rittenhouse unveiled its new brand identity, which coincides with the property’s recent $10 million revitalization, on schedule to be completed in 2014.The new brand image brings modern sophistication to the hotel while retaining the history and allure of the iconic property.
“Our strategy for the rebranding was the same for the overall renovation: to update the classic luxury of this iconic property and bring it forward,” stated Jay H. Shah, CEO/Hersha Hospitality Trust, the owner of the hotel. “We are celebrating and making the beautiful elements of the hotel more current.”
The brand changes are visible throughout the hotel and on all hotel marketing pieces and guest resources, including the new website and blog. The refreshed brand and its language are sophisticated.
Through the rebranding effort, The Rittenhouse retained the strength and pattern of the iconic park symbol, but now presents it with cleaner lines and a fresher execution. The hotel has integrated the brand in various ways throughout the property, including the commissioned ironwork screens showcased in the redesign of the lobby.In addition to the design elements, The Rittenhouse brand team focused heavily on brand language and communications. “Words are very important to The Rittenhouse, and the best hotels in the world are ones that tell a story to guests,” stated Neil H. Shah, president/COO of Hersha Hospitality Trust. This new approach is featured on the website, blog, and on all marketing pieces and menus as well as in the first edition of the hotel’s newspaper, which was issued this past summer.The Rittenhouse website also was completely redesigned with a look and feel that matches the new identity. Now with digital capabilities in addition to features such as the “City of Ideas” blog and a series of short documentary films about the hotel, the site is just as enticing for its insightful content as it is for its elegant new look. Potential guests may now seamlessly navigate and book reservations online.
As part of the rebranding, and in an effort to appropriately tell the story of the iconic hotel, The Rittenhouse commissioned filmmaker, Debra Scherer of The Little Squares, to create a series of three distinct documentary films that celebrate the hotel’s sense of place, taste and style, which are hosted on the new website. The first video, A Sense of Place, highlights the hotel’s point of view on Philadelphia, the neighborhood and how the hotel views hospitality and luxury. The second video, A Sense of Taste, explores the hotels innovative food and beverage offerings as well as classic and new culinary interpretations inspired by Executive Chef Jon Cichon. The final video of the series, A Sense of Style, will debut in early 2014 to mark the completion of the hotel transformation.
The new printed Rittenhouse newspaper, written by Patrick Baglee, blends an exploration of the hotel with Philadelphia as a destination in mind. The newspaper features hotel news and highlights, information on the latest Philadelphia happenings. The paper is distributed to hotel guests and residents, and the local community.The Rittenhouse, a 116-room independent luxury hotel, has received the AAA Five Diamond award for more than 20 years and is a member of Leading Hotels of the World.