NYLO was a brand-new urban boutique hotel concept, which might seem risky to investors. We had to get NYLO noticed in a sea of brands that are already known and trusted. So we set out to create advertising that would really stand out in those boring hotel/motel trade pubs. You know, a print ad that might make potential franchisees loosen their ties a little. Within a year, two more NYLO hotels were franchised.