Key Challenge
Peanuts. Dothan’s designation as the Peanut Capital was not affording them any real marketing leverage. But they didn’t know where else to turn.
Critical Insight
Hospitality research revealed an exceptionally friendly and competent service sector. Their product for amateur sporting events is exceptional and central to the culture of Dothan is a love of competition.
Brand Strategy
Marry Dothan’s exceptional hospitality to its celebration of the competitive spirit.
Results
- RevPAR is up 32.6% in 2005
