Adrian Awards 2017
Click here for original picture.
Entry Title
21c Museum Hotels - Hospitality Design Q&A with Steve Wilson
Division
Public Relations
Category
FEATURE PLACEMENT PRINT - Trade Publication
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?
Our goals were as follows: Position 21c as a disrupter in the art and design world, focusing on how 21c designs their locations based on their site-specific and rotating art exhibitions, cultural programming, and hotel amenities. Leverage stories that reinforce 21c as an agent for positive community change through art, farm-to-table and genuine hospitality, positioning the company as a lifestyle brand. Secure coverage for 21c co-founders Steve Wilson and Laura Lee Brown, positioning them as innovators in the hospitality field.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
A national audience of design-savvy consumers and industry professionals.
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.
Identified Hospitality Design as an ideal publication to feature a profile piece on founder Steve Wilson. Arranged a “roaming” media deskside with Editor in Chief Stacy Shoemaker, where Steve took her on a contemporary art expedition to some of his favorite galleries in New York, where he was currently sourcing pieces for the company’s newest property in Nashville. Provided a selection of images and additional details to Stacy for inclusion in the piece.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
“Like the first, each one of the hotels invigorates the cities – and in most cases, the landmark buildings – they call home by becoming a cultural hub for the community: a combination of locally driven F&B, thought-provoking site-specific art installations, and gallery space featuring rotating exhibitions and programming by the brand’s own curator. Free art, offered 24 hours a day, is found in almost every corner of the notable buildings.” (Stacy Shoemaker, Hospitality Design, February 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.
The interview resulted in a dedicated, three page piece in the February 2017 issue of Hospitality Design, featuring a first-person narrative with 21c’s Steve Wilson reaching 25,000 readers.
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 additional budget required.
Entry Award:
Silver