We began with treating the brand by simplifying the logo down to the stylish typeface which we felt matched with the luxury hotel and gave the brand a more upmarket look and feel. Next we needed to freshen up the messaging and we flipped the usual hotel messaging on its head, so instead of making Tinakilly the place to stay when visiting Wicklow, we made Tinakilly “The Hotel That Defines Wicklow”. This essentially meant that Tinakilly was the defining hospitality destination. They define style, luxury and elegance. From this, we were able to develop a content calendar and social media ad campaign with the theme of “the definition of”. E.g. The definition of class, the definition of luxury, the definition of style, delicious by definition. The images and tone of voice followed suit and was very stylish, vintage, desaturated and classic; almost James Bond style.