William B. Tabler Architects
-- Updating Image of International Hotel Specialists
--The name William B. Tabler Architects has been synonymous with hotel planning,
design and profits for half a century. When the founding principal of
the firm retired, the new leadership requested the services of Axel F.
Bang. Together we developed a marketing and public relations strategy to build on the traditional strengths
of the firm, and to project an image as leaders in planning and design
for luxury, convention, and resort hotels in the 21st century.
The strategy called for creating a new logo; producing a highly successful
corporate brochure; repackaging technical publications about hotel profitability
into a much-requested, layman's language direct mail piece; an aggressive
publicity campaign (stories appeared in New York Times, hotel magazines,
architectural and design press, other trade press); a direct mail and
telemarketing program to over 200 national/international hotel owner/managers;
meetings with hotel executives; receipt of RFPs, and fostering relationships
with hotel developers, owners and owners' trade groups -- including exhibits
at trade association meetings.
Public Relations --
an aggressive publicity campaign produced several stories on Tabler
hotel projects in the New York Times, as well as feature stories in the
top hotel magazines and the architectural and design press.