Creative Brief

Given the international anticipation surrounding the opening of The Guest House at Graceland Resort -- and the world-renown status of Elvis Presley -- the in-house marketing team conceived and implemented an impressive multi-tactic promotional campaign to support media placement goals and the firm’s expansion into the themed entertainment market. 

The Guest House at Graceland is a Four-Diamond boutique-style hotel designed to complement the iconic Graceland Mansion attraction, with a contemporary interpretation of Elvis’ legendary style and his noted proclivity for all things grand and opulent yet modern.

A project of such distinction required custom promotional materials to compellingly showcase the new hotel design and new visitor center to target audiences. Key promotional components included a custom-designed, professionally-printed design booklet and an accompanying project overview video offering a front-row invitation to personally experience The Guest House at Graceland.

In tribute to Elvis’ karate training name ‘Tiger’, the design team placed custom tiger pillows in every hotel suite bedroom. Extra tiger pillows became the catalyst for enhancing the promotional package. Specially-crafted wooden boxes were constructed to hold each Tiger pillow and PR package. The surprising pop of fuchsia pink inside hotel closet and cabinet designs inspired the marketing team to paint the firm’s warm red brand color inside the custom promotional boxes. A specially commissioned Elvis cover illustration also integrating the warm red color was applied to box lids and booklet covers, a blending of brands that unite the promotional materials with a cohesive campaign aesthetic.