The Gansevoort is known for their extraordinary design and impeccable service, so it’s a perfect fit for the hotel group to have partnered with IdeaWork, an agency with significant design and development achievements, and a credo that great things come from small companies.
“The Gansevoort brand is exciting, with exemplary customer service, and their previous websites didn’t reflect that,” says Jay Schwartz, founder and Creative Director of IdeaWork. “The Gansevoort properties each had disparate web presences, making it challenging for consumers to interact with the brand as a whole. Our primary objective was unification: aligning the corporate brand with the various properties, including hotels, restaurants, and nightlife, while still allowing for growth within the site, as the Gansevoort brand expands.”
“We also wanted to highlight the imagery of our properties, to tell the story visually,” says Suzi DeAngelis, Director of Sales & Marketing at Gansevoort Hotel Group. “IdeaWork accomplished that beautifully. We’re exceptionally proud of our aesthetic at each property; the new website showcases our photography, and the Gansevoort experience is translated to the web user via a singular presence.”
“I drew upon my own experience trying to use the previous Gansevoort websites,” says Schwartz. “I knew I wanted to stay at a Gansevoort, but often, it didn’t matter to me if I stayed in the Meatpacking District, or at their Park Avenue property, but searching through the multiple sites posed a problem. The unified web presence is much more user friendly, allowing for the integration of specials and promotions at a corporate level, while also accessible at an individual property level.”
IdeaWork also integrated their custom content management system empowering the Gansevoort Hotel Group’s team to manage their own site content. The agency took an SEO- and online marketing- focused approach to the project as a whole, developing segmented email lists and establishing SEO best practices to streamline each property’s search spend and maximize ROI.
“The Gansevoort has a very strong reputation – we’ve been named one of the Best Hotels in NYC, among many other honors, so it’s crucial that every aspect of our brand reflect this accurately. The transformation of our web presence by IdeaWork Studios exceeded our every expectation,” says DeAngelis. “We love it, and we know our guests – and future guests – will too.”
IdeaWork Studios, Inc. is a full-service interactive agency with offices in Santa Barbara, CA, New York City, and Las Vegas. IdeaWork prides itself on being the antidote to the big agency experience, proving that big things can come from small offices; the team focuses on excellence and efficiency, delivering big agency-quality work, but without the big agency bureaucracy. IdeaWork specializes in fitness, hospitality, nightlife, gaming, luxury, and entertainment industries. For more information visit them online www.ideawork.com, or like them on Facebook at www.facebook.com/ideawork.
For more information on the Gansevoort Hotel Group, please visit www.gansevoorthotelgroup.com.