Liz worked with a branding agency to develop and execute the opening of the world’s first soft-branded Hyatt Place; The Forester Hotel, the first hotel to open in upscale Lake Forest, IL in over 92 years. Unlike Tapestry or Autograph Collection hotels, there was no road map from Hyatt for opening a boutique-inspired Hyatt Place, so each collateral piece and guest touch point had to be created from scratch. In addition to the hotel branding, Liz also created and executed the digital integrated marketing plan for the hotel’s opening including their on-site restaurant, Oaken Bistro + Bar. The strategy included paid search, display, and social media campaigns, email, street teams, influencers, special offers, F&B activation, and more.