Elevating B2B Brand Perception for a Global Hospitality Leader
Objective: A prominent global hospitality group sought to enhance its position in the B2B space. The brand needed to increase awareness, shift perception, and drive preference as the top partner for corporate and luxury travel managers, event planners, and travel management companies (TMCs). The group aimed to finalize a bold, breakthrough creative strategy and message framework to support a B2B media campaign across paid, owned, and earned channels.
Challenge: In a highly competitive landscape, the hospitality group faced challenges distinguishing itself from other major hotel chains in the B2B space. As a “challenger brand” against established industry giants, it needed a creative approach to resonate with diverse B2B audiences and elevate its brand perception as the premier choice in hospitality partnerships.
The company sought an agency with expertise in B2B hospitality and global reach to help it strategically position and amplify its message across multiple channels, grounded in voice-of-customer insights.
Solution: Setup facilitated the connection by identifying an agency partner with deep experience in B2B hospitality marketing and the creative agility needed for a challenger brand. Setup’s vetting process matched the hospitality group with a best-in-class agency with a proven track record in executing high-impact B2B campaigns. The selected agency provided bold, differentiated creative and a refined messaging framework to position the company as the #1 partner in B2B hospitality. Their approach emphasized collaborative, insight-driven strategies, using data and research to guide campaign messaging and multi-channel execution.
Agency Services:
Creative Strategy + Messaging
Multi-Channel Creative Execution
Paid + Owned Media Channel Strategy
PR Activation + Experiential Campaign Strategy
Creative Activation Playbook
Outcome: With Setup’s facilitation, the company successfully onboarded the agency, launching a B2B campaign that boosted target buyers' awareness, perception, and preference. This partnership established a modern B2B identity, reinforcing the company’s industry leadership and fostering stronger connections with its audience. Following the campaign’s success, the agency was retained as the company’s B2B Agency of Record.
Setup Service: In-Network Agency Search