Adrian Awards 2017
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Entry Title
NYLO Holiday Pop Up: A Midwinter Night’s Dream
Division
Public Relations
Category
SPECIAL EVENT
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 objective was to drive media attention, offer something spectacular and surprising for hotel guests, and ultimately drive foot traffic and revenue for the bar. What differentiated the pop up was the complete redesign of the bar, the creative cocktail menu and concept behind each cocktail, and the creation of content and moments that translated into a windfall of social media content. The theme of A Midwinter Night’s Dream drew upon Upper West Side’s proximity to art and cultural centers in Manhattan such as Lincoln Center and paid a bit of homage to the neighborhood’s intellectual bent in a fun way to capture all generations.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The target audience was existing hotel guests, new hotel guests, locals in the neighborhood, local media, national cocktail and travel media, and cocktail enthusiasts. Our initial focus was on targeting New York City, however we also secured national attention.
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 brainstormed creative names for holiday pop ups that had not been previously produced and landed on A Midwinter Night’s Dream. We sourced proposals from a number of interior designers and landed on a team of up-and-coming designers from Parsons School of Design. We worked with them to craft the design concept, source materials, and activate the hotel’s lobby and bar space. To implement the series, Lion & Lamb Communications undertook the following steps: •Ideation of the holiday pop up and budgeting needs •Crafting of press release •Cocktail creation and concept with top bartender •Driving menu design for the cocktails •Coordination of photo shoot for the cocktails •Extensive outreach to media, influencers and industry professionals and community to host for cocktails in design space •Hosting of media at the bar •Securing a successful mix of lifestyle, travel, cocktail, local New York and national coverage
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 campaign was that NYLO hotel is a creative hotspot in the neighborhood, offering a festive space for locals and guests alike. Drawing on the neighborhood’s location as an artistic and intellectual hotspot, the theme of A Midwinter Night’s Dream breathe refreshing, relevant life into the hotel lobby. What differentiated the campaign was the stellar cocktail menu and sweeping design. While holiday pop ups have been done before by bars, the caliber of cocktails and level of creativity at the hotel bar made it stand a bit apart, especially in a neighborhood like Upper West Side.
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 Communication achieved the original goal of driving media coverage and drawing traffic to the bar. Revenue during the month of the pop up exceeded anything on record at the hotel, TKTK. In additional to widespread social media coverage of the creative cocktails, lines of customers snaking around the block everyday — we also achieved significant press coverage in publications such as Time Out NY, Imbibe, New York Post, and more that would not have otherwise covered the hotel.
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.
Our budget was approx 1k.
Entry Award:
Gold