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BCF Rebrands The Limelight Lodge of Aspen, CO

The Limelight Hotel Has A New Name, Logo And Brand Positioning That Mimics Its Light-hearted, Communal and Relaxed Atmosphere.

Friday, March 23, 2012
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BCF, a marketing communications firm that specializes in developing emotionally engaging travel, hospitality and lifestyle brands has developed new brand positioning for the Limelight Lodge of Aspen, CO, designed to bring its distinctly light-hearted, unaffected atmosphere to life. Renamed The Limelight Hotel , the re-branding effort celebrates the energetic and lighthearted spirit of the hotel with a new creative look and positioning statement, “Lighten Up,” that mimics the atmosphere of the inviting, down-to-earth and quirky hotel. New web design, banner ads and prints ads feature bright, colorful stripes and portraits of hotel guests – including furry, four-legged ones – encouraging guests to “Lighten Up,” relax, and feel at home at the Limelight Hotel. Current campaign elements have deployed in March.

“Unlike many of its competitors, The Limelight doesn’t take itself too seriously,” said Art Webb, president and CEO of BCF. “The Limelight serves beer and pizza instead of wine and cheese, has open gathering spaces that invite a kind of casual communalism, is known for its outstanding live music and has a warm, friendly staff. The Limelight Hotel really is a place you can come to “Lighten Up,” which goes against the conventions of most higher-end mountain destination lodging.

“Since The Limelight has a history in Aspen dating back to the 1950s, we wanted to update the brand without losing our history,” said Justin Todd, director of sales and marketing for the property. “BCF helped us form a new identity and name, better exposing us to the contemporary Aspen traveler looking for an unforgettable experience in Aspen.”

BCF specializes in developing and marketing emotionally engaging, generationally informed, travel, hospitality and lifestyle brands. Clients include the Virginia Beach CVB, Virginia Tourism Corporation, the Aspen Chamber Resort Association, the Limelight Hotel, Aspen, CO and The Sebastian-Vail Hotel. http://www.boomyourbrand.com

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