Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?In 202I, BerlinRosen was brought on to oversee an integrated communications strategy for NYC’s new observatory experience SUMMIT One Vanderbilt. It boasts thrill experiences, world-class culinary offerings, and an outdoor terrace featuring ASCENT, an all-glass elevator that scales the exterior of the tower to a 1,210-foot peak above 42nd Street. At the heart of the experience is “Air,” a story-driven immersive art installation, designed by Kenzo Digital. SUMMIT One Vanderbilt opened within the most crowded and competitive landscape for entertainment attractions in New York’s history. Over the past five years, we’ve seen a sharp increase in both observation decks as well as immersive art experiences, resulting in a more discerning media base and general public interest. Our main objectives were: Raise awareness and drive mass interest Empower ticket sales Position SUMMIT One Vanderbilt as a must-go NYC tourist destination

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)Key results: 1000+ stories placed 13.6 billion impressions 1 billion people reached in 62 countries 65+ million social engagements 300+ visits from (non-paid) digital influencers 150,000 tickets sold (with 40% coming directly through our digital ads) BerlinRosen developed an influencer strategy that ensured a strong drumbeat of digital awareness leading up to SUMMIT’s grand opening. Being that SUMMIT is a visual and sensory experience, Instagram and TikTok were the platforms of focus. Paid influencer partnerships with culture influencers such as @NYBucketlist and @Secret_NYC, were leveraged to announce the reveal of SUMMIT in May. Following that, the influencer team worked with the PR team to identify key storytelling opportunities where influencers would be invited for a private tour, allowing them the exclusive opportunity to capture content in SUMMIT for the first time ever, and create thumb-stopping content that would sustain the drumbeat and drive ticket sales. From the reveal of Kenzo Digital’s AIR to an event with Danny Meyer’s Union Square events for APRÈS, we invited top influencers that span the fashion, lifestyle, food, travel, thrill-seeking, family, real estate, NY-culture, and wellness spaces to visit SUMMIT and capture the experience from their unique perspectives. The private influencer tours ahead of SUMMIT’s opening, sparked a “FOMO” mentality which ultimately led to a surge of interest from influencers across the world. Strategically, BerlinRosen took advantage of this high interest and hosted a 300+ content creator night (all non-paid partnerships) which allowed influencers across a wide array of verticals an exclusive chance to experience SUMMIT for themselves.

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?With a modest influencer budget of just $30K for the entire year, our team strategically partnered with key accounts such as @NYBucketList and @Secret_NYC to announce the reveal of SUMMIT in May generating 10.6 million Instagram views, 8.4 million TikTok views, and 130K YouTube views. Following that, our team identified key storytelling opportunities where (non-paid) influencers would be invited for a private tour, allowing them the exclusive opportunity to capture content in SUMMIT for the first time ever, and create thumb-stopping content that would sustain the drumbeat and drive ticket sales. The private influencer tours ahead of SUMMIT’s opening, sparked a “FOMO” mentality which ultimately led to a surge of interest from influencers across the world. Strategically, BerlinRosen took advantage of this high interest and hosted a (non-paid) 300+ content creator night which allowed influencers across a wide array of verticals an exclusive chance to experience SUMMIT for themselves. For example, @TourDeLust, a travel influencer who we invited to SUMMIT, created an Instagram Reel that now has over 40 million views. As of November 2021, SUMMIT had already sold over 150,000 tickets (of which 40% came directly through our digital ads). Please note that budget information is confidential, solely for judging purposes.

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 TitleSUMMIT One Vanderbilt

DivisionPublic Relations - Influencer Marketing

CategoryPublic Relations