The Liberty Hotel: Turning a Bad History into an Unforgettable Experience Through Advertising
Image Courtesy: The Wandering Gourmand
The Liberty Hotel, located in downtown Boston, is known for its luxury accommodations, stunning architecture, and one other thing: it used to be a jail. The Liberty, formerly known as the Charles Street Jail, does not shy away from this fact. Rather, they embrace it through creative advertising methods.
The History
The Liberty was constructed in 1851 and was a beacon of Boston architecture. It began housing inmates after its construction and continued to do so until 1990.
The demise of the Charles Street Jail began in 1973, when inmates complained about poor living conditions, such as not being provided proper access to food and clothing. The conditions were found to be in violation of the inmates’ constitutional rights. In 1990, the final remaining inmates were transferred to another jail in the area.
The Charles Street Jail was bought by Massachusetts General Hospital, but ownership was then transferred to real estate developer Carpenter & Company. The development included renovating the existing structure as well as attaching an 18 story building to the original structure for more rooms.
The Image
Many in charge of the hotel’s reputation might have suggested separating the hotel from its past, given the negative connotations that might be associated with it. The Liberty takes a different approach, though. Through various elements, The Liberty Hotel instead makes its past reputation a part of the experience of staying there.
First, the irony of the hotel’s name cannot be ignored. The Liberty is quite a sarcastic name for a building that used to hold people in captivity.
Upon entering the building, guests go up on an escalator which features a mosaic of jail imagery, such as mugshots, interrogation rooms, and keys. The escalator takes them up to the stunning rotunda, a feature of the original prison as well as the site of the hotel lobby. The rotunda also contains the original catwalk, which houses 18 jail cells converted into hotel rooms.
Image Courtesy: Michelin Guide
Receptionists at the front desk will inform you of their restaurant, The Clink (a slang term for jail), and their bar, The Alibi. Additionally, The Liberty has The Yard, an outdoor area formerly used as the prison yard which now hosts guests for special events and cocktails.
If you don’t have the “luxury” of staying in one of the original jail cells, you’ll take a walk past several jail bar decorations on your way to the elevators. On the way, you’ll see plaques discussing the building’s history.
Upon arriving in the room, guests are greeted by luxury accommodations as well as themed decor. One prevalent theme of the wall art in the rooms is keys, tying into the opposing motifs of liberty and imprisonment. Additionally, bathroom doors are heavy and sliding, a notable feature of many prison doors. Instead of the typical “Do Not Disturb” signs, guests receive a handcuff with a tag that says “Solitary” to place on their doors.
The Result
All of these features contribute to The Liberty’s advertising strategy. By putting in all of these features, they create an experience that cannot be replicated. Rather than shying away from the property’s past, they lean into it to create a unique stay. Additionally, they attract a target audience: history buffs, as well as those just searching for a luxury experience.
In addition to all of the thematic touches to the hotel, they also host various on-brand events. One such event was in collaboration with 19 Crimes, a wine company whose whole image revolves around Industrial Era convicts. The atmospheric night included wine tasting and storytelling of real-life prisoners who are featured on the wine bottles.
One reviewer wrote that through the various events hosted by the hotel as well as the history and architecture, The Liberty was one of the most fun and innovative hotels they have stayed in.
Whether it be through creating a unique experience or hosting themed events, The Liberty is able to create differentiation: separating themselves from competitors. This is important in all industries, but it is key in the hotel industry. When most people think of hotels, they think of the standard chain hotels with plain decorations and complimentary breakfasts. But by leaning into their difference, The Liberty is able to give traveler’s a new view of what a hotel can be.
These tactics have worked well, with the hotel’s revenue exceeding $8 million as well as earning the “Traveler’s Choice” award on TripAdvisor. Reviews demonstrate a level of customer satisfaction that keeps the hotel at the forefront of Boston lodging options.
The Takeaway
Oftentimes when we think of advertising, we relate it to overt advertisements such as billboards, website banners, or commercial ads. However, advertising can be used in more discrete ways to contribute to branding, or, how consumers recognize and differentiate a brand from others in its category.
Throughout a guest’s stay at The Liberty, the decorations, atmosphere, architecture, and amenities are all strategically placed to be constantly advertising their brand to the guest. What may seem like subtle touches are actually huge drivers in cementing the brand image into the guest’s mind.
Through their advertising measures, The Liberty Hotel is able to effectively give guests an experience that they will never forget. After all, not many Marriott’s can say that they used to be a jail.
Sophia Okress