Rebranding an apart-hotel in the middle of lockdown

PAPHOS, 2020 In 2020, with Cyprus in lockdown, Andrew Sakhno gave the Paphos apart-hotel B&B King’s Residence a new identity and positioning: “Serviced Apartments for Smart Travelers”. He also wrote its crisis communications and online marketing strategies and, together with an interior designer, worked out a new concept for the interiors.

Client: B&B King’s Residence
Year: 2020
Location: Paphos, Cyprus
Role: Brand, positioning and strategy
Disciplines: Brand & Identity, Strategy & BizDev

The task

Give the apart-hotel a new identity and positioning, write an anti-crisis communications strategy for the COVID-19 lockdown and an online marketing strategy, and work out an interior concept.

Constraints

The COVID-19 lockdown: the strategy had to keep the business running through it.

My part

Brand, positioning and strategy

Team and partners

The interior concept was joint work with an interior designer.

Key decisions

Position it as “Serviced Apartments for Smart Travelers”.

How it was done

Developed a new brand identity and positioning for the apart-hotel.
Wrote the crisis communications strategy, built around keeping the business running during the COVID-19 lockdown.
Wrote the online marketing strategy.
Worked out the interior decor concept with an interior designer, presented as the “Coastal Design Concept”.