Glenn Hotel Launch: Atlanta's First Boutique Hotel

Niche

Project Date

Role

Services

Boutique Hotel Launch

2006

Marketing

Design | Media Services

Niche

Boutique Hotel Launch

2006

Date

Role

Marketing

Services

Design | Media Services

[ goal ]

The Glenn Building is a historic building on Marietta Street in downtown Atlanta, Georgia, United States. Built in 1923 as an office building, the building was converted to a boutique hotel in 2006 and added to the National Register of Historic Places in 2008

Project Goals

Our Challenge:

‍The hotel was managed by Techton of Miami, in collaboration with the owners of the famed Bed restaurant—an experience-driven, celebrity-attracting concept that embodied the Miami nightlife scene. The fusion of this South Beach flavor with Atlanta’s emerging downtown renaissance posed a thrilling opportunity: to transform The Glenn from a place to stay into a place to be.

[ solution ]

What 

we did ?

Our Approach: To introduce this completely unique concept to the Atlanta market, we developed a multi-faceted buzz campaign centered around destination storytelling. Rather than traditional hospitality marketing, we positioned The Glenn as a curated experience.

We crafted a "Passport" collateral system, where each hotel amenity—like the chic rooftop bar, cozy living room lounge, acclaimed restaurant, and even the in-room experiences—was treated as a stop on an unforgettable journey.

We highlighted The Rooftop at The Glenn, offering panoramic 360° views of the Atlanta skyline, and quickly established it as a hotspot for locals and visitors alike.

We leveraged the allure of Bed restaurant to attract entertainers, influencers, and celebrities, creating an instant sense of exclusivity and cultural cachet.

CONCLUSION

Project Outcome

Results:

The hotel opened with over 70% of bookings already secured, a major achievement for a brand-new concept.
It garnered national attention and was featured in Condé Nast as one of Atlanta’s must-visit destinations.
The Rooftop at The Glenn became one of the city’s most talked-about weekend spots, helping cement the hotel’s status as a local lifestyle landmark.

‍

Destination

Created passport style collateral, The Glenn was a destination not just a hotel

Historic

The Glenn building was built in 1923 as an office building. Named after a former Atlanta Mayor

Skyline Rooftop

Great views of Atlanta, the perfect wedding destination

Opening Occupancy

72%

Bed Restaurant

The concept drew entertainers and celebrities

Project Outcome

Results:

The hotel opened with over 70% of bookings already secured, a major achievement for a brand-new concept.
It garnered national attention and was featured in Condé Nast as one of Atlanta’s must-visit destinations.
The Rooftop at The Glenn became one of the city’s most talked-about weekend spots, helping cement the hotel’s status as a local lifestyle landmark.

‍