Spencer C. Higgs

The Obstacles 
With most hotels in a "Don't repair, replace" mindset, SUNRAY needed to convince potential clients that their new technology reduces expenses in both the short and long term. They also had to prove to GMs that today's guests have come to expect seamless Internet, and assure IT managers that  SUNRAY's services would make their jobs easier—not redundant.

The Ammo

A suite of network services that allows hotels and other hospitality clients to save tens of thousands of dollars in high-speed system configuration. Their technology leverages unparalleled access-point accuracy, minute-by-minute status updates, and A.I. system repairs to improve Internet connectivity.

The Approach

After days of meetings and research, I strategized a personality-rich, multi-channel ad campaign that took aim at each target market, from IT technicians to hotel GMs. We kicked it off with web, email, and direct-mail ads that highlighted the futuristic A.I. qualities of SUNRAY's Umbra suite of services. We then leveraged the hype of the 2016 Summer Olympics to gain customer support by showing our own support for America's athletes. Finally, I wrote and concepted a print and email ad that encouraged visitors to seek out SUNRAY's booth at HITEC, the industry's most renowned tradeshow. 

The Outcome
Awareness and eyebrows raised. SUNRAY has solidified itself as the industry's go-to highspeed service provider. They continue to gain new clients every year and widen the gap between themselves and their next competitor. Whoever that is.