Nights booked is one of many data points that can be measured, but it’s not a goal, in and of itself. What the client was really asking us for, is to use branding and marketing to help increase their net revenue. The client can’t scale; They can’t create more condo units, which means they can’t scale. Businesses that cannot scale must rely on increased demand to drive revenue, and branding is the perfect tool to accomplish this. LIFT created new, elegant, and upscale branding designed to attract a more affluent demographic, and we used broadcast and print advertising to reach them. The increased demand, from a customer segment better able to spend more traveling, and to travel more frequently, allowed the client to ultimately raise their rates.