Traditional, say hey there to Southern chic

Zero George is Charleston’s premiere boutique hotel. It provides a carefully defined product designed to appeal to sophisticated business and leisure travelers. Dating back to 1804, the sixteen studios and suites are located in a landscaped enclave surrounded by three Charleston residences and two brick carriage houses. All guestrooms feature original architectural elements including heart pine floors, high ceilings, period millwork details and classic piazzas.

The Challenge

This was our latest collaboration with our friends at the Easton Porter Group. It’s the cornerstone of their portfolio and Charleston’s premier boutique.

As with all of our projects, we set out to design a digital experience that reflected the physical one. The challenge was to juxtapose the historic with the modern while ensuring that the property’s rich history and character shone.

The Approach

In keeping with the character of the the hotel, the approach to the new website was clean, classic, and sophisticated.

Because this website would provide a framework, serving as a foundation for future Easton Porter Group projects, it was important from a technological standpoint that the final product was scalable.

The Result

From a creative standpoint, the final product was incredibly strong and provided an accurate digital representation of the physical property. The results so far point to the new design and content being more engaging, with more pages viewed and increased time spent on the site.

A tailored digital marketing strategy was also implemented. For example, optimized meta-titles and descriptions were created for all top-level pages. This metadata was aimed at directing users directly to the website, as opposed to OTAs. The results demonstrate an immediate improvement in direct bookings, transactions and revenue.

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