Project Hotel Website and Marketing
Strategy Gina Hamadey
Copywriter/Creative Direction Nick Papa
Photographer Daniela Spector
Designer Sam Baker-Salmon
Before it was Refinery Hotel, it was the Colony Arcade — a Garment District hat factory. A century ago, Winifred T. McDonald became its first tenant. Drawing inspiration from this history, we produced a hero video starring a modern-day Winifred as the persona of the hotel property.
The client's goal was to "redefine Midtown." Through content and design, we positioned the hotel at the center of a vibrant arts and fashion district — a fashionable place to see and be seen more than 100 years.
Refinery Times takes a fashion-forward approach to the city. We covered everything from Fashion Week to where New York's coolest guys get their hair cut. Through the In Bed With series, we profiled fashion and travel influencers and shared their tips for exploring New York in style.
Six months after our redesign, the results came in. The new website and digital marketing strategy resulted in a 48% increase in conversion rate and a 179% increase in direct revenue.