![]() It’s also where the hotel bar, Circa 1963, was located. We named the content home “The Fifth Story” - a reference to the fifth floor of the hotel where travelers checked in and out. It became our north star for content creation that would celebrate what was unique about our city and Hotel Indigo's curated, modern aesthetic homage to that. ![]() Inspired by this knowledge, the campaign slogan "The New Authentic El Paso" was dreamed up. If Hotel Indigo El Paso could maintain and grow its local audience by spotlighting its cultural authority, the out of town audience would continue to follow. We also understood that visitors tend to gravitate to the places locals go, especially if those establishments offer an experience that's authentic to the city they're visiting. We saw that to continue growing audience attention, Hotel Indigo El Paso needed to be firmly established as the authority on El Paso culture. ![]() This set them apart from other hotels and trendy hangouts at that time. The hotel owners had exquisitely integrated art, design, music, food and personal touches that were highly authentic to El Paso, yet so elevated many locals didn't even recognize the source of the inspiration. As competition grew more plentiful, Hotel Indigo El Paso desired to retain its status as "the place" for locals to hang out socially and for out-of-towners to stay while visiting this unique border city. ![]() Many stylish and trendy bars, restaurants and hotels were opening and drawing crowds to the neighborhood. El Paso's downtown was experiencing a vibrant revitalization. ![]()
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