A hotel technology platform defined around the relationship that matters most: the guest.
00 / Overview
Giving a specialized hotel platform a category story of its own.
NAVIS was often compared with general-purpose CRM platforms, which obscured the value of a system designed specifically for hotel owners, general managers, and revenue teams. Agency689 created and formalized the Guest Relationship Management (GRM) positioning for NAVIS, then carried it through B2B campaigns, trade shows, sales materials, anniversary identities, and digital design.
Role Strategy and Campaign Partner
Client NAVIS
Services Positioning / Messaging / GRM Language / Campaign Strategy / Copywriting / Print and Digital Advertising / Trade-Show Materials / Sales Materials / Illustration / Website and Landing-Page Design
01 / Positioning Problem
A hotel-specific platform was being judged like a generic CRM.
The product connected marketing, sales, reservations, revenue, and guest data, but feature lists made the offering sound like another collection of tools. Owners and senior hotel leaders needed a concise reason to see the platform differently.
02 / Guest Relationship Management
Change one word. Clarify the whole category.
Replacing “customer” with “guest” made the hotel focus explicit. Agency689 defined GRM for NAVIS as the connective idea behind its platform: a way to manage the complete guest relationship rather than bolt unrelated solutions onto a generic CRM.
03 / Campaign System
From category language to sales conversation.
Campaign headlines, print and digital advertising, illustration, trade-show materials, sales tools, anniversary identities, and web-page designs translated the positioning into practical ways for the sales team to open and advance conversations.
04 / Business Outcome
A sharper story during a period of growth.
The client reported increased business and market share while the GRM positioning was in market. NAVIS was later acquired by Revinate, bringing the two hospitality-technology platforms together.