Hotel management and investment company Pacific Hospitality Group (PHG) has selected MeringCarson for a branding assignment for the group's Meritage Collection properties.
PHG owns and manages a portfolio of seven hotel properties throughout California, including Bacara Resort & Spa in Santa Barbara, The Meritage Resort and Spa in Napa, Balboa Bay Resort in Newport Beach, and Estancia La Jolla Hotel & Spa in San Diego. Its Meritage Collection consists of five of these properties.
As part of this assignment, MeringCarson will develop a cohesive brand identity, which includes research and strategic platform development, brand campaign and concept development and a brand style guide.
MeringCarson will also handle the communications, media planning and buying for the Meritage Collection. The first work under this partnership is expected to debut later this year.
There was no formal review. Previously, the privately-held PHG worked with local firms on a per-project basis.
“We were inspired by MeringCarson’s expertise in the travel category and ability to leverage key insights for their clients,” says Steve Arnold, President, Pacific Hospitality Group. “The research/discovery phase we’re undergoing has validated our intuitive understanding of the brand's key drivers and differentiators - and we look forward to seeing the new positioning brought to life through the creative.”
Founded in 1985, MeringCarson has offices in Northern and Southern California and serves a roster of clients that include Walt Disney Parks & Resorts, Visit California, Pebble Beach Resorts, Sacramento Kings (NBA), San Diego Tourism Authority and Auto ClubSpeedway (NASCAR).