Comprehensive hotel concept for ESPN. The project took into consideration the entire guest journey. Brand touchpoints include a digital reservation portal, check-in, in-room experience, special hotel amenities and check out. ESPN partnered with Hilton Worldwide with plans to convert a single floor of select hotels into the ESPN Away experience. Reservations could be made via the ESPN Away website or on the Hilton site. Once a reservation was made, an app allows guests the opportunity to input their fan profile. Information from the fan profile allows the hotel to customize the guests experience. For instance, A Green Bay Packers fan might find Green Bay Packer towels in his room and a cheese head in the closet. Central to the in-room experience is an interactive media center with live games and special sports programming. Hotel room numbers are embedded in a sports trivia story on each room door. The experience gives sports fans an upscale room punctuated with moments of humor and surprise that reflects the attitude of the ESPN brand.
The ESPN Away experience is so much more than an in-room experience. Brand touch points were considered across the entire guest journey. Special amenities and services that cater to athletes and fans were recommended from big ideas down to the smallest detail.