THE HEBASCA COLLECTION

Soon to open their first hotel, Hebasca’s founders were thinking big from the start: ‘We want 10 hotels in 10 years’ they told us. Our brief, therefore, was to create a brand identity that would be suitable for one, or many hotels.

We needed to define the target market, create a positioning strategy, design strong sub-brands for grill and bar offerings, manage the launch, and coordinate ongoing marketing requirements with a view to delivering sustained momentum.

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The Hebasca Collection

What we did...

We created a strong brand with a unique ‘tongue in cheek’ personality. We intentionally sought to alienate families and attract ‘work hard, play hard’ professionals between 20-40yrs. We communicated the brand through a co-ordinated launch campaign across all channels – print, social and online.

We developed a premium responsive website, managed photography, established online profiles and carefully crafted stand-out marketing collateral.

The Hebasca Collection
The Hebasca Collection

the results...

With clever online and offline campaigns, cool design, and a disruptive brand, we were able to hit the ground running, generating bookings before doors opened. Occupancy in the first six months of trading averaged an impressive 78%, without compromising on margins.

The Hebasca Collection
The Hebasca Collection
Wayne Van Rensburg Proprietor, said:

“Clockwork Marketing have been instrumental in the creation of our new hotel collection, Hebasca. As a team they are heavily involved in all aspects of our marketing. They have been with us from the outset, and we have no hesitation in recommending them as they truly are second to none.”

We are currently working on the brand concepts for the third hotel in the Hebasca Collection, and there are already plans in the pipeline for a fourth!