Smithe House needed a cohesive strategy, an optimized digital presence, and a brand identity capable of driving direct bookings in Vancouver’s competitive downtown market.
The Approach
REBUILT THE FOUNDATION
Audited and refined all digital channels, optimizing the website for SEO and conversion, improving paid media strategy, and resolving technical issues that limited performance.
DEFINED THE BRAND VOICE
Developed creative direction and copy that gave the brand a confident, independent tone. The messaging moved away from the safe, generic language of traditional hotels toward something more urban, lived-in, and personality-driven while keeping its polished edge.
ELEVATED THE BRAND
Directed new photo and video shoots that reflected this updated tone, capturing the city’s energy and the hotel’s design-forward aesthetic.
CREATED CONNECTION
Introduced local brand partnerships and influencer collaborations to root Smithe House in the Vancouver community. Launched an email marketing program to grow awareness and build a direct relationship with guests.
The Results
→ DIGITAL PERFORMANCE LIFTWebsite conversion improved by over 20%, supported by more qualified traffic and a smoother user journey.
→ GROWING DIRECT ENGAGEMENTEmail open rates exceeded 55%, with early campaigns contributing to a rise in direct web bookings.
→ RISING OCCUPANCY AND VISIBILITYOccupancy increased steadily through the year, supported by stronger brand storytelling and community activations. The property was also recognized by Condé Nast Traveler among the top hotels in Vancouver, highlighting its growing visibility and appeal.
The Impact
