CHALLENGE: NEW HOTEL, COMPETITIVE MARKET
Kimpton Hotels & Restaurants was preparing to launch its latest property, the Palladian, in the booming and extremely competitive Seattle market—a city in which the brand already had three premier hotels. The Palladian hotel, restaurant and bar pay homage to Seattle’s “gritty elegance,” drawing from past and present, along with a touch of whimsy in the form of unique lobby art and pillows emblazoned with regal-garbed likenesses of David Bowie, Leonardo DiCaprio and other leading men. Our goal was to artfully launch the hotel and its entities in a memorable way, drive guest bookings and keep the Palladian top-of-mind for local and national travelers during its crucial opening year.
Events and Experiences
Strategy: CREATIVE HOOKS AND INTERESTING EXPERIENCES
We enacted a three-pronged programming strategy focused on traditional media outreach, influencer buzz-building and a memorable grand-opening experience. To kick off, we enacted a series of creative teaser campaigns. We released a beguiling video trailer online while simultaneously seeding the celebrity pillows to a few dozen key travel writers, with an invite to “sleep with me at the Palladian.” The mailers sparked #pillowtalk chatter online for #kimpton and secured early buzz and intrigue.
While the teaser campaigns were underway, we conducted targeted media outreach to local, national and key feeder markets.
This outreach secured early media overnights and reviews from trusted sources to help put the new hotel on the map during launch.
For the grand-opening gig, we curated a Who’s Who guest list and mailed invites in the form of a vintage skeleton key engraved with a URL. The link led to an online invite with full details and RSVP functionality. We concepted and treated guests to a red-carpet soirée that was the talk of the town, complete with scavenger hunt–style tours, a well-known DJ, and signature bites and beverages from the on-premises restaurants.
Results: Media Chatter, Memorable Nights
Media-relations efforts secured more than 50 stories in local, regional and national outlets, equating to more than 204 million media impressions in just under six months. The pillow mailers went viral and garnered mentions from such notable influencers as San Francisco Chronicle writer Laura Compton and The New York Times travel editor Dan Saltzstein. The mailers generated immediate buzz, with more than 200,000 social impressions in just hours after they were received. Numerous press and influencers experienced the hotel through curated overnight stays and a carefully planned and hosted grand-opening party attended by more than 400 area movers and shakers. Early overnight press guests included contributors for Sunset, Northwest Travel, Delta Sky, USA Today and more.
social media impressions
earned editorial placements