Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Cementing its identity as Midtown Manhattan’s classic French hotel with New York City edge, Sofitel New York took influence from the French “art de vivre” to take its holiday décor to new (high fashion) heights. Serving as a grand finale to the hotel’s renowned rotating lobby exhibitions, which range from art to fashion, Sofitel New York sprinkled nostalgia over the world of haute couture to evoke The Golden Age of Travel during the 2019 holiday season. Blending culture and design – pillars that convey the essence of the Sofitel brand – the hotel partnered with The Well Traveled Trunk to create a Christmas Couture display for the ages, a 15-foot tall Christmas tree made entirely of French vintage Louis Vuitton trunks. The tree transformed the hotel’s lobby into a fashion maison and one-of-a-kind pop-up shop, inviting all in the community to “live the French way” and an opportunity to purchase the pieces. Every vintage trunk was more than 100 years old and told the fascinating tales of royalty and great explorers who used them to travel the world. Objective: • Demonstrate Sofitel New York’s brand pillars in action, creating an immersive experience that evokes artistic, fashionable and cultural moments • Exude the true boldness of NYC, (e.g. culture and art scenes), but staged, enriched and presented with a chic French flair • Engage media and social influencers with an interactive event to position Sofitel New York as a mecca for art and culture
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Hotel guests and New York City locals gathered in the Sofitel New York lobby to experience the exquisite, one-of-a-kind Christmas display. The goal of engaging the community through artistic and cultural moments was met with resounding excitement. The agency engaged media and influencers through targeted pitching and invitations to an intimate media event to experience the display prior to its public debut. The story of the Louis Vuitton Christmas tree was reported through numerous national and local outlets. Notable placements include The New York Times, CNBC Online, Forbes, Marie Claire, Robb Report, Travelocity, Town and Country and BELLA NYC. Media impressions totaled over 95 million and social media content across Sofitel New York’s owned channels received over 7,000 engagements, with comments pouring in that reflected the positive feedback to the display.
Entry Title
Christmas Couture: Sofitel New York Brings NYC Its Most Fashionable Christmas Tree
Public Relations - MARKETING PROGRAM - Consumer
Public Relations
Entry Award: