Brand-Led Digital Strategist
for luxury boutique hotels
Relocating soon to
Lisbon, PT
Client
Pacific Bitcoin (Event Series)
Project Type
+ Brand Strategy
+ Digital Platform Optimization
+ International Audience Positioning
In a saturated conference market, Pacific Bitcoin needed to attract discerning international attendees and command premium pricing while differentiating from established competitors. The strategic challenge mirrored what luxury boutique hotels face: How do you create an experience that feels distinctly premium when competitors offer similar features?
Working with Pacific Bitcoin, Jasmine developed a comprehensive digital strategy that transformed an industry conference into a must-attend experiential destination. By prioritizing atmospheric differentiation and strategic platform optimization, she created a framework that attracted international audiences and drove direct engagement.
The approach resulted in a 40% increase in YoY direct ticket sales while reducing reliance on third-party platforms, demonstrating the same strategic principles that help luxury boutique hotels command premium positioning and attract ideal international demographics.
Pacific Bitcoin faced the same challenge luxury boutique hotels encounter: creating premium differentiation when competitors offer similar features.
Jasmine developed a comprehensive digital strategy that transformed the conference into a must-attend experiential destination through atmospheric differentiation and strategic platform optimization.
Results: 40% increase in direct ticket sales, reduced third-party platform dependence. The strategic framework directly applies to luxury hospitality positioning challenges.
40% ↑
in direct ticket sales
280% ↑
in website engagement
230% ↑
in social media reach
45% ↑
in social media engagement
88% ↑
in viewer retention
40% ↑
in direct ticket sales
280% ↑
in website engagement
230% ↑
in social media reach
45% ↑
in social media engagement
88% ↑
in viewer retention
This strategic framework translates directly to hospitality: creating premium positioning that drives direct bookings, attracts international demographics, and commands pricing that reflects actual experience quality. The methodology works across luxury markets where perception determines premium positioning success.
This strategic framework translates directly to hospitality: creating premium positioning that drives direct bookings, attracts international demographics, and commands pricing that reflects actual experience quality.
It’s not about what’s being sold, it’s about how it makes people feel.
The goal was to elevate Pacific Bitcoin beyond typical industry conferences, positioning it as a premier experience that sophisticated attendees would actively seek out. Like luxury boutique hotels differentiating from business chains, the challenge was creating atmospheric distinction that justified premium positioning.
Jasmine developed a strategic approach that balanced international audience attraction with platform optimization, ensuring the digital experience accurately represented the premium, experiential nature of the actual event.
The goal was to elevate Pacific Bitcoin beyond typical industry conferences into a premier experience. Like luxury hotels, the challenge was creating atmospheric distinction that justified premium positioning.
Jasmine developed a strategic approach that balanced international audience attraction with platform optimization, ensuring the digital experience accurately represented the premium, experiential nature of the actual event.
I had the privilege of working closely with Jasmine during her tenure as Brand Director of Events at Swan, where she primarily focused on the Pacific Bitcoin Festival. Jasmine is a remarkably versatile and creative professional with deep technical expertise in design and branding. She led the branding exercise for Pacific Bitcoin from ideation to execution, which was a challenging but very successful endeavor. Jasmine's commitment to excellence makes her a valuable asset to any marketing/brand team.
Guilherme G.
President, Swan Bitcoin
Jasmine approached the project with a clear insight: premium audiences decide based on feeling before rational evaluation. This emotional logic guided every strategic decision, from platform selection to atmospheric curation.
Platform Strategy: Instagram for discovery and aspiration (creating desire for experiences people didn't know they wanted) vs website optimization for direct conversion, bypassing third-party booking platforms.
International Positioning: Understanding how different demographics discover and evaluate premium experiences, crucial for European hotels targeting North American travelers who comprise of over 30% of luxury bookings.
Experiential Curation: Created an atmosphere that felt distinctly "California luxury meets Bitcoin culture" rather than typical conference sterility. Strategic elements like the basketball court and fusion decor generated organic social content while differentiating from competitors.
The strategy expanded from crafting distinct identity to building integrated platform optimization: the same framework luxury boutique hotels need for commanding premium positioning across digital touchpoints.
Premium audiences decide based on feeling before rational evaluation. Jasmine's strategy focused on platform optimization (Instagram for discovery, website for direct conversion) and atmospheric differentiation that created "California luxury meets Bitcoin culture."
This approach generated organic social content while differentiating from competitors, building integrated platform optimization that bypassed third-party platforms, the same framework luxury hotels need for commanding premium positioning across digital touchpoints.
Jasmine is a talented and detail-oriented Brand Director. She has a methodical process for uncovering a brand and creates an elegant and useful visual brand guide that employees can follow. She does not stay on the surface, understanding that the deeper the brand, the easier it is to guide marketing and connect with ideal clients. The Pacific Bitcoin brand became quickly well-known in the Bitcoin space and Jasmine's work is a large part of why the brand became so beloved and recognized in such a short time.
Kristin T.
Head of Events, Swan Bitcoin
Jasmine inherited an established brand and identified the opportunity to refine positioning through strategic cohesion and platform optimization. Her approach focused on perception-reality alignment, ensuring the digital presence accurately reflected the premium experiential nature.
Strategic Framework for Hospitality
Platform Optimization: Hotels need Instagram for discovery (especially younger travelers) while optimizing direct website conversion
Atmospheric Differentiation: Like Pacific Bitcoin's "not-a-conference" positioning, luxury boutique hotels must create experiences that feel distinctly different from competitors
International Appeal: Strategic positioning attracts discerning travelers who value experiential luxury over standard amenities
The result was integrated digital strategy that drove higher-quality engagement from audiences who valued experience over convenience: the same premium demographic luxury boutique hotels seek to attract.
Jasmine refined positioning through perception-reality alignment, ensuring the digital presence accurately reflected the premium experiential nature. Her platform optimization framework focused on Instagram for discovery while driving direct website conversion.
The atmospheric differentiation created "not-a-conference" positioning that attracted discerning travelers who value experiential luxury over standard amenities, the same premium demographic luxury hotels seek to attract.
Most exceptional properties have positioning disconnects they cannot diagnose independently. This complimentary Strategic Positioning Assessment identifies specific gaps between your guest experience and market perception, revealing untapped opportunities for premium positioning and direct booking conversion.
