Personal touch: New York hotel embraces Factional hospitality

16 : 07 : 2014 Faction Marketing : Hotel : Personality Brands

New York – Archer, a new luxury hotel in Midtown Manhattan, creates a Factional hospitality environment in which the eponymous enigmatic host can be felt throughout.

Archer Hotel Archer Hotel
Archer Hotel Archer Hotel
Archer Hotel Archer Hotel
Archer Hotel Archer Hotel

On the hotel's website, the fictional character signs off notes with 'Fondly, Archer', and in the hotel his discernable taste can be seen in the choice of décor and extra amenities. The Archer turn-down service includes a surprise treat from local food vendors.

'Archer is not just a hotel, it’s a personality, an eclectic way of being, a welcoming residence, if you will,' says Cheryl Gilliam, senior vice-president brands and marketing for LodgeWorks Partners, the owner and developer of the hotel, in a statement. 'Guests are meant to feel as if they are entering a home.'

One element of Archer's personality is displayed in his playing cards, which have etiquette tips printed on them. If a member of staff spots a guest following one of Archer's tips, the customer will receive a card worth $10 (€7.34, £6) to spend in the hotel. Guests also receive a $10 Destination Joker each time they visit, which can be collected and used towards a future stay in either the New York location, or the soon-to-open Archer Napa Valley and Archer Austin hotels.

In 2012, we predicted the rise of Personality Brands – brands using fictional personas to help sell products. Archer creates a character, but focuses on a light approach that permeates the hotel without being overbearing. It is ideal for those who want to play in a Factional world

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