AOR for JET Hospitality
The Rebel Spirit of JET Hospitality
JET Hospitality is not just another luxury lodging brand—it’s a movement. A celebration of individuality, the untamed spirit of the Rockies, and the belief that the best memories come from leaving the beaten path behind. With nine one-of-a-kind properties in Washington, Idaho, Montana, Wyoming, and Utah, JET Hospitality fuses rugged adventure with a fresh take on traditional lodge experiences. Think classic lodges with a twist: glamping, tiny homes, and retro RVs.
JET wasn’t content to be just another brand in the outdoor hospitality space. Instead, they wanted to flip the script on what experiential travel could be. And that’s where PLZ ADD SALT came in—not just as a marketing partner, but as a co-conspirator in reimagining the whole guest experience.
The mission? To build a brand that was as rebellious as the mountains it called home. One that was grassroots, authentic, and spoke directly to the wanderers, the rule-breakers, and the experience seekers. This was no cookie-cutter hotel chain—this was JET, a lifestyle brand with soul.
The Mission: Innovation Meets Grassroots
JET Hospitality needed an agency that could help build a brand that would resonate with its audience on a deeper, more visceral level. The challenge wasn’t just about high-end design or glossy marketing campaigns—it was about telling a story that felt authentic, raw, and unforgettable. To make it happen, the agency had to dive deep into grassroots culture, bringing every element of the brand to life in a way that felt both innovative and accessible.
1. Branding with a Rebellious Edge
JET isn’t looking for “luxury” branding—it’s about creating something real and raw. The agency works closely with JET to design an identity that reflects the authentic landscapes and experiences surrounding their properties. The result? A visual identity that’s bold, untamed, and undeniably cool.
Logo & Visual Language: The brand mark is less about corporate polish and more about a badge of honor. Earthy, yet striking colors draw from the landscapes of the Rockies. The logo is simple but strong—just like the people who choose JET: free-spirited, adventurous, and a little rebellious.
Property-Specific Identity: Each property gets its own personality. From rustic Wyoming cabins to minimalist tiny homes in Utah, every location feels like an organic extension of its environment. Local culture, history, and landscape inspire everything—from logo treatments to room key cards.
2. Digital Strategy: Unfiltered, Raw, and Real
JET’s digital presence reflects its rebellious ethos. The agency takes a raw, no-filter approach to the website and online marketing, speaking directly to the adventurous spirit of its guests.
Website as Experience: The website isn’t just a place to book—it’s an immersive storytelling platform. Bold, clean, and panoramic, it showcases the natural beauty of each location, real guest stories, and interactive experiences.
UX/UI: Forget rigid layouts. The design is fluid and vibrant, with intuitive navigation. Booking is easy, but the storytelling flows, creating a deeper emotional connection. Each property’s page feels personal, reflecting the local vibe—whether it’s a glamping site or a tiny home retreat.
Personalization: The booking experience is tailored, offering personalized itinerary suggestions and curated local experiences that feel exclusive to each guest.
3. Content That Tells a Story
Every piece of content for JET needs to feel as authentic as the experience itself. That’s where PLZ ADD SALT steps in. From storyboarding to shooting and editing, the agency brings JET’s narrative to life.
PLZ ADD SALT works on-location with real adventurers and local guides, capturing the raw beauty of the Rocky Mountain West. No models, no filters—just real moments that feel true to the JET experience. Whether it’s the quiet calm of a glamping retreat or the rush of a morning hike, every shot conveys the feeling of escaping into nature.
From immersive web pages to branded activations, every piece of content—from logo to UX to experiential products—was designed with storytelling at its core. PLZ ADD SALT makes JET’s narrative unforgettable, inviting guests to step into a story they can live.
4. Grassroots Marketing: Building a Movement, Not Just a Brand
To make JET truly stand out, the agency focuses on grassroots marketing—building a lifestyle movement, not just promoting a brand. It’s about creating deep, authentic connections with people who love the brand and getting them to spread the word.
Locally Sourced, Locally Inspired: JET’s mercantiles aren’t just shops—they’re cultural hubs. They feature artisanal goods, vintage camping gear, and hyper-local snacks and drinks from local farmers and craftspeople. Each item reflects the surrounding communities—custom-made pottery, handcrafted candles, and more.
Pop-Up Experiences & Local Collaborations: The agency taps into the power of pop-up experiences to bring local culture to life, like a Montana pop-up brewery, stargazing kits and guided tours in Wyoming, or artisan markets at Utah properties with live music and regional vendors.
Influencers & Ambassadors: To grow JET’s digital presence in 2025, they launch a campaign with grassroots ambassadors—local adventurers, mountain guides, off-the-beaten-path travelers, and creatives who embody JET’s ethos.
5. Experiential Products: Merch, But Make It Cool
The agency helps JET develop a line of branded products that aren’t just souvenirs—they’re part of the adventure.
Branded Gear with a Purpose: Think functional, stylish merchandise for real travelers—durable jackets, reusable water bottles, backpacks. Each item aligns with JET’s rugged, rebellious spirit.
Local Collaborations for One-of-a-Kind Merch: The agency partners with local artisans to create exclusive, place-specific products—handmade leather journals, locally-sourced hiking boots, and custom wood-fired stoves sold only at JET properties. These products aren’t just merchandise—they’re tangible connections to the places and experiences guests have.
IN SUMMARY
JET Hospitality’s partnership with PLZ ADD SALT is about creating more than just a brand—it’s about building a movement. By focusing on authenticity, grassroots connections, and rebellion against the status quo, JET has become not just a place to stay, but a lifestyle. The case study shows how a rebellious, innovative approach to branding and marketing, rooted in local culture and real experiences, can disrupt an industry and build lasting emotional connections with a loyal customer base.
Client Testimonial:
"We’re not your typical hotel chain—and the agency understood that from day one. They didn’t just help us market our properties—they helped us build a brand that feels authentic and alive. We’re creating something special, and they’ve been the perfect partner in helping us bring it to life."
— JET Hospitality