Enter Canto: A Centralized Brand Asset Library
Brian led the project to test digital asset management (DAM) solutions. Ultimately, he chose Canto for its functionality range, native Adobe integration and value.
The Set Hotels now stores all of their imagery, videos and consumer generated content in Canto. With their brand asset library centralized, the marketing team quickly curates content aligned with the global brand identity.
The Set uses folders and tags to navigate their Canto library. The team carried over the folder structure from their previous system, allowing users to search for and find assets in a way that is familiar to them.
“It made sense to continue having the folder structure in place because that’s how we’ve always worked with assets. Traditionally people just want to go to the folder. For example, we have a folder for Food and Beverage, then within Food and Beverage, we have an album for a particular restaurant. From there they can find room shots, food shots, and staff or chef shots,” says Brian.
Although historically The Set used a folder structure, more and more, the team relies on tags to arrange and organize their digital library. Tagging allows for a truly global search, something that Brian utilizes daily.
“It’s nice that you can set up lists of standard keywords that you have ready to go. The Smart Tags really help – we try to put as much description as possible,” says Brian.
“If I need a ballroom shot from Paris, I can type that in the search bar and Canto will show me all the images that we have of the ballroom in Paris. It’s just great.”
External photographers capture the essence of The Set Hotels, from each property’s grand facade to modern suite details. The marketing team gives photographers access to Upload Links where they can import their work straight into Canto. From there, the team assigns the photos to folders and organizes them with tags.
“A lot of our content is photography that we commissioned. It’s nice that we can send a link to a photographer now to upload the images for us,” says Brian.
The Set works with external photographers for commercial content, but also partners with user generated content platforms and social media influencers to curate lifestyle content. This content of real guests enjoying amenities is often uploaded to Canto by marketing team members.
“We do a lot of social media work with influencers. They will come stay at hotels, go to our spas or our restaurants, and in return they provide us with images and videos that they use on their own channels,” says Brian.
To further streamline the creative process, The Set takes advantage of Canto’s Adobe integration. The team edits images and documents in Photoshop and InDesign without ever leaving their Canto library.
“Canto really helps when you’re sitting in Photoshop or working in InDesign. Rather than having to go to the website and download, resize and pull it out, I can just drop it straight into Adobe,” says Brian.
Sharing Assets Through Portals and Links
For external partners who need specific imagery or information, the marketing team hand-selects batches of content from the main library and sends it in an easy-to-use link.
“We do a lot of internal downloading because we’re creating our own assets, whether they’re printed or digital, but the biggest use for Canto we’ve found is for our external partners,” says Brian.
“There are travel agents around the world that are featuring our hotel and they need updated images and video content. We do a lot of sharing of links.”
Brian and his team share images and other brand documents through a Canto Portal, where they house approved content for external usage. With Portals, processing press requests has never been easier.
“We get so many press requests. Having the Portal allows us to just send the content straight away. It’s all preapproved photography, logos, videos, brochures and PDFs that we’re very happy for anyone to use at any point in time,” says Brian.