What is the longevity of the relationship between your agency and the brand and how did this relationship begin?
We’re at 54 years and counting, and the story goes something like this: Cecil Brandon started a small agency in Myrtle Beach in 1959, about the same time that Clay Brittain began working for his uncle in the hotel business. Both progressed and Mr. Brittain was able to purchase his first hotel around 1964. He called Cecil to help with marketing and the two families have been working together, side-by-side, ever since.
Tell us about the first campaign your agency worked on for the brand.
The first campaign was a series of small space black and white magazine ads, a four-color brochure and a series of direct mailers to the hotel guest history. The first property Mr. Brittain owned was The Chesterfield Hotel.
What has been the most innovative/successful campaign created by your agency for the brand?
Probably the most innovative campaign we did was in the early 1990s when the internet was gaining significance. All of the Brittain-owned and managed properties were independent, and all of the flagships were beginning to use advanced technology to sell room inventory online in real time. We actually wrote a real time XML interface to the central Brittain Property Management system that allowed them to do the same thing (we believe that it was the first such program written for independents). This created a significant competitive advantage for Brittain properties for several years. We have since spun the software company out into its own standalone.
What do you identify as being the biggest change to the industry as a whole? What way do you work with the brand to keep up with the industry changes?
Hands down, it’s the internet and the advancement of technology which have significantly changed our industry. We have evolved from direct mail and print to 100 percent digital, voice-activated in-room concierge, advanced analytics, etc.
What factors have enabled you both to stay in a partnership for so long? And how do you plan on keeping this relationship going forward?
Both families share a strong personal bond and a respect for each other that goes beyond a traditional agency-client relationship. We truly want the best for each other. We’re also both very keen on growth. The other factor would be brutal honesty. When we’re not performing to their expectations, they very quickly let us know. When we think they’re not seeing an opportunity the same way we see it, they still listen and often let us explore new things in ways other clients may not be comfortable with.