54 on Bath
A boutique destination worthy of Johannesburg’s coolest neighbourhood
Why?
Insight
Calibre and Character –
Our research revealed upwardly mobile male professionals as a key audience for the hotel. These are travellers looking to be in the heart of the action, who value unique experiences as much as luxurious surroundings. This led us to a core brand idea with a distinctly masculine sense of refinement and achievement: ‘Calibre and character’.
54 on Bath redefines boutique hospitality in Johannesburg, blending masculine refinement with local character, becoming Rosebank’s top hotel for discerning urban professionals.
What?
Idea
Defining Contemporary Hospitality –
This idea of the sophisticated urban male in elegant surroundings translated into every aspect of the brand design, from illustrations that echo the Victorian architecture, to the unique customer journey. The sense of being at the heart of Rosebank was echoed in the bold, contemporary choice of name: 54 on Bath.
How?
Impact
Strong Recognition –
54 on Bath brought a dynamic and highly motivated team together to create one of Johannesburg’s leading hotel destinations. Since launch, it has become a popular destination in Rosebank, with travellers and locals alike. Brand recognition is exceptionally strong, with guests consistently rating it the No. 1 hotel in the area.
