Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?RHC was retained by Brooklyn's internationally recognized, performance-fueled nightclub House of Yes to launch its first Manhattan outpost, House of X. Taking over the expansive entertainment space at Lower East Side’s PUBLIC, House of X brings an opulent yet approachable experience that offers multi-media performance and a place to dance. RHC's goal was to generate exclusive, feature coverage for the launch with a target publication, driving media and consumer awareness around Manhattan's newest club and dancefloor. RHC chose to pitch The New York Times as a target outlet to do an in-depth feature on the opening for its large but targeted reach to local New Yorkers and a national audience to build brand and House of X as a destination in itself. The New York Times was identified as the target to announce how House of X completely transformed the PUBLIC’s entertainment programming, bringing a mix of world-class and local DJs and performance art, with a culture of radical expression and inclusiveness that defines the House of Yes experience. The Style section of the Times was identified as the ideal section to tell the story of the sub-culture of nightlife and entertainment that both House of Yes and Ian Schrager/Studio 54 continue to define in New York.

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)RHC achieved its aforementioned goals of (1) generating feature coverage surrounding the launch of House of X (2) reaching a local and national audience (3) having the New York Times tell the full story of the House of X launch itself, the involved collaborators/artists, the visionaries behind the House of Yes empire and more. The New York Times feature ran in November of 2021 as a featured story in the Style section of the print newspaper with a double page spread and 6 exclusive, color photographs taken from a preview evening at House of X. To achieve the exclusive, targeted announcement, RHC pitched Denny Lee, Style editor at The New York Times who covers nightlife. Journalist Shane O'Neill was assigned the story. Shane had an extensive history with House of Yes and was the perfect person with inside knowledge to tell the story of their next venture. RHC coordinated interviews with the House of X founders, PUBLIC founder Ian Schrager, an exclusive NYTimes photoshoot, and a private walk-through of the space prior to the club opening. How do we measure effectiveness: The story ran on print (circ: 831,000), online (unique monthly visitors: 111,667,699). Following The New York Times piece going live, House of X experienced multiple sell-out weekends at the club and the influx of inquiries received included private bookings for the club's private rooms, production companies wanting to use House of X as a location, event production inquiries for the House of X team and their upcoming venture Yes Etc. (creative production agency) to produce events for other companies and more.

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?N/A. RHC was given no additional budget outside of a monthly retainer to coordinate this coverage. The journalist attended a preview event prior to House of X officially opening as coordinated by RHC but at their own accord and expense.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

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)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

Situational Analysis: Please provide a brief background on the original initiative and how it evolved as conditions changed from pandemic to recovery.

Goals: Clearly state your goals. What did you strive to achieve with this initiative and how did your goals change over time?

Results: Which of your goals did you achieve and how? How did you measure the effectiveness of the initiative?

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technologiy move the department or business foward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization's message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your campaigns?

Initiatives: What was your approach to this campaign and how was the organization purposeful in advancing diversity through it? What types of data did you use to support your plan? How many locations were involved in the campaign? How did you effectively reach diverse audiences? What was the message?

Results: What metrics are you using to evaluate diversity (soft and/or hard metrics)? Were you successful at meeting forecasted goals? Was it limited to a specific promotion or across multiple creatives? What impact did the campaign have on your organization? How did this campaign change your brand’s perception amongst travelers?

Entry TitleLaunching House of X w/ The New York Times: When Bacchanalian Behavior Moves Into Manhattan

DivisionPublic Relations - FEATURE PLACEMENT PRINT - Consumer Magazine or Newspaper

CategoryPublic Relations