BCF Rebrands Limelight Lodge of Aspen, CO
The Limelight Hotel Has A New Name, Logo And Brand Positioning That Mimics Its Light-hearted, Communal and Relaxed Atmosphere.
March 23, 2012 - BCF, a marketing communications firm that specializes in developing emotionally engaging travel, hospitality and lifestyle brands has developed new brand positioning for the Limelight Lodge of Aspen, CO, designed to bring its distinctly light-hearted, unaffected atmosphere to life. Renamed The Limelight Hotel , the re-branding effort celebrates the energetic and lighthearted spirit of the hotel with a new creative look and positioning statement, “Lighten Up,” that mimics the atmosphere of the inviting, down-to-earth and quirky hotel. New web design, banner ads and prints ads feature bright, colorful stripes and portraits of hotel guests - including furry, four-legged ones - encouraging guests to “Lighten Up,” relax, and feel at home at the Limelight Hotel. Current campaign elements have deployed in March.
“Unlike many of its competitors, The Limelight doesn't take itself too seriously,” said Art Webb, president and CEO of BCF. “The Limelight serves beer and pizza instead of wine and cheese, has open gathering spaces that invite a kind of casual communalism, is known for its outstanding live music and has a warm, friendly staff. The Limelight Hotel really is a place you can come to “Lighten Up,” which goes against the conventions of most higher-end mountain destination lodging.
“Since The Limelight has a history in Aspen dating back to the 1950s, we wanted to update the brand without losing our history,” said Justin Todd, director of sales and marketing for the property. “BCF helped us form a new identity and name, better exposing us to the contemporary Aspen traveler looking for an unforgettable experience in Aspen.”
Marriott International, Inc. (NASDAQ: MAR) is a global leading lodging company based in Bethesda,Maryland, USA, with more than 4,200 properties in 80 countries and territories. Marriott International reported revenues of nearly $14 billion in fiscal year 2014. The company operates and franchises hotels and licenses vacation ownership resorts under 19 brands, including: The Ritz-Carlton®, BVlgari®, EDITION®, JW Marriott®, Autograph Collection® Hotels, Renaissance® Hotels, Marriott Hotels®, Delta Hotels and Resorts®, Marriott Executive Apartments®, Marriott Vacation Club®, Gaylord Hotels®, AC Hotels by Marriott®, Courtyard®, Residence Inn®, SpringHill Suites®, Fairfield Inn & Suites®, TownePlace Suites®, Protea Hotels® and MoxyHotels®. Marriott has been consistently recognized as a top employer and for its superior business ethics. The company also manages the award-winning guest loyalty program, Marriott Rewards® and The Ritz-Carlton Rewards® program, which together surpass 50 million members. For more information or reservations, please visit our website at 
