Adrian Awards 2017
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Entry Title
Greydon House Launches on Nantucket
Division
Public Relations
Category
NEW OPENING/LAUNCH
Sub-category
PR Campaign
First Name
Erika
Last Name
Walburg
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
The marketing objectives of launching the hotel were to secure coverage in top travel and luxury publications as well as draw local awareness. We sought to position Greydon House hotel and Restaurant as a year-round destination, so special in its design and conception that an off-season opening would not preclude top tier media coverage.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The target audience was luxury, lifestyle, travel and design national media as well as enthusiasts who would be interested in visiting Nantucket. The hotel is unlike anything that currently exists on island with an informed design and sophisticated bar and restaurant menu that has made Greydon House top of mind for locals and guests in the ensuing years.
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.
Lion & Lamb Communications conducted research on Nantucket island and determined unique attributes and selling points for the hotel that would garner media attention even in the off season. In addition to highlighting the lauded designers, Roman and Willliams, Lion & Lamb Communications drove unique programming as additional pitch angles tied to opening. We enlisted cocktail scholar, Jackson Cannon, whose successes manning Boston’s top restaurants made him an instant hit on Nantucket, to create the hotel’s inspired cocktail menu. We worked with two incredible hotel photographers to stage and capture high-res imagery for media outreach. We enlisted clothing company GANT to design the hotel staff uniforms; GANT was founded by the grandfather of two of the hotel’s owners, establishing another unusual angle that drew interest and coverage from the likes of the New York Times.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
The key message intended for the launch was that Greydon House was one of the year’s hottest hotel openings and despite a delay in opening, the hotel remained worthy of media attention. What differentiated our launch campaign was that we were working with a seasonal hotel opening in the off-season and Nantucket itself can be an unusual destination to be tied to. As a designated historic New England Seaport Town, building on Nantucket is extremely limited and not much has changed in a century of building there. We made waves with Greydon House, breathing new life in a new way into the historic island and were able to put the hotel at the top of media’s mind even in the off-season.
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.
Lion & Lamb Communications achieved the original goal of securing extensive coverage and media placements in top publications. We secured an exclusive with Conde Nast Traveler for print and styled and conducted a photoshoot while the hotel was still in the construction phase. We then proceed to secured a windfall of coverage in publications such as: Travel + Leisure, Departures, New York Post, Boston Globe, Boston Herald, The New York Times, Metro UK, Robb Report, CNN and more. More than 1.5 million readers were reached and the hotel has been oversold for select weekends in the off-season, July and August. And we partnered with Tradewind Aviation to fly up media across a three day period for day trips of the hotel prior to its opening, a way to put both Nantucket and the hotel on the radar of top media and also an opportunity that afforded us additional coverage.
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.
Confidential
Entry Award:
Silver