Adrian Awards 2017
Click here for original picture.
Entry Title
21c Museum Hotels - Entrepreneur.com
Division
Public Relations
Category
FEATURE PLACEMENT ONLINE - Consumer Media
Sub-category
PR Single Item
First Name
Emmie
Last Name
Kunhardt
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Heighten awareness of 21c Museum Hotels as a unique and innovative hospitality brand through leveraging its spokespeople for various lifestyle, business and travel media opportunities. Position Craig Greenberg, President of 21c Museum Hotels, as a thought leader and innovator in the hospitality field. Secure dedicated feature pieces on 21c Museum Hotels, using Craig as an expert to discuss the brand’s growth strategy, development milestones, unique attributes and more.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
A national audience of consumers interested in business innovation and entrepreneurial companies.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
Worked with 21c President Craig Greenberg to schedule time for him to visit New York City for various deskside opportunities and media appointments. Arranged for in-person meeting between Craig and Stephen Bonner, News Director of Entrepreneur.com. Worked with Stephen after the interview to fact check, provide images and additional quotes from Craig.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
“Most hotels don’t encourage anyone who hasn’t booked a room to loiter in their lobbies and conference rooms, but 21c Museum Hotels aren't like most. That's where the "museum" part of 21c's name comes in. Across its six locations, and two more in development, people are invited -- free of charge -- into the hotels to take in contemporary art. Not only is this effective marketing that leads to word of mouth, but it's also 21c's central selling point.” (Stephen J Bonner, Entrepreneur online, March 27, 2017)
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.
As a result of securing an interview with Entrepreneur.com for Craig Greenberg, a dedicated feature piece on the brand was published to the outlet’s 16,237,349 unique users per month. The article was also Tweeted out via @Entrepreneur to its 3.24 million followers.
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
No budget required.
Entry Award:
Silver