Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
- Generate Digital Press Exposure for The Plaza Hotel + The Palm Court's Afternoon Tea
- Generate Broadcast Press Exposure for The Plaza Hotel + The Palm Court's Afternoon Tea
- Drive revenue to The Palm Court Afternoon Tea service over October
- Create an interactive experience in partnership with a New York centric brand to drive business
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)
15 editorial articles and 138+ million impressions
Broadcast News coverage
NBC Nightly News (Viewership: 1,578,875) Valued at $152,302.51 per 30s *coverage aired on 10/11 on News 4 New York at 6PM
ABC7 Sunday Morning News Valued at $43,606.93 per 30s * coverage aired on 10/15 NY Eyewitness News Sunday Morning 7AM (Viewership: 424,168) + 8AM (Viewership: 198,093)
PIX11 Local Morning News (Viewership: 537,766) Valued at $3,488.12 per 30s *coverage aired on 10/13 on PIX11 Morning News at 9AM
Editorial
• Citi Tour (Readership: 16,823) The Plaza Hotel Helps Celebrate Wicked’s 20th Anniversary
• Elite Daily (Readership: 4,368,578) I Tried A Wicked-Themed Cocktail Better Than TikTok's Elphaba Drink
• Forbes (Readership: 69,090,272) The Plaza Hotel Adds Wicked-Themed Afternoon Tea
• OK! Magazine (Readership: 3,129,687) THE CHECKOUT: Must-Have Items That Capture the Beauty of Fall
• Parade Magazine (Readership: 17,426,502) The Plaza Hotel’s ‘Popular’ Wicked-Themed Afternoon Tea Is Just as Magical as You’d Dream
• Time Out New York (Readership: 21,463,021) Defy Gravi-tea at The Plaza's new Wicked-themed tea service
• Time Out New York (Readership: 21,463,021) The best Halloween events for 2023 in NYC *"Defying Gravi-Tea" at #18
• Broadway (Readership: 1,328,043) Celebrate Wicked's 20th Anniversary on Broadway
• BroadwayWorld (Readership: 1,646,852) WICKED to Partner with American Girl, The Plaza Hotel, and More For 20th Anniversary
• BroadwayWorld (Readership: 1,646,852) Photos: WICKED Stars Alyssa Fox and McKenzie Kurtz Enjoy the Plaza Hotel's WICKED-Themed Tea
• Playbill (Readership: 1,244,724) Wicked Announces 20th Anniversary Partnerships With Hill House Home, Little Words Project, Plaza Hotel, More
• Playbill (Readership: 1,244,724) Wicked Celebrates 20 Years on Broadway with Commemorative Playbill
• Playbill (Readership: 1,244,724) Photos: Broadway's Wicked Celebrates 20th Anniversary at the Plaza
• Times Square Chronicles (Readership: 57,152) Theatre News: Wick
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Food & Beverage revenue exceeded forecast by 23.6%, with profitability exceeding forecast by 23.4%.
Entry Title
The Plaza Hotel's Wicked 'Defying-GraviTea' Afternoon Tea
Division
Integrated Campaign - Experiential Marketing