Adrian Awards 2023
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
In October 2022, Hamilton Hotel celebrated its 100th anniversary in its marquee event space, The Schuyler, by hosting a glamorous evening of changemakers comprised of 100 prominent D.C. visionaries. Co-hosted by Glamour Magazine’s Editor in Chief, Samantha Barry, the exclusive event was tailored toward powerful, strong, and impactful women, focusing on the national conversation of passing federal paid leave into law while showcasing the intimate details of early postpartum life. Fashion model and Founder of Every Mother Counts, Christy Turlington Burns, took the stage to showcase a sneak peek of her next Giving Birth in America documentary, showcasing the surprising journeys and issues of maternal health of women giving birth in America. Alongside top activists, political strategists, correspondents, and reporters were D.C.'s most sought-after event planners. The marketing goals were: (1) To kick off Hamilton Hotel’s 100th anniversary celebrations by providing a stage for Washington D.C. movers and shakers to gather and pave the way for another 100 years of change. (2) Spotlight the importance of Paid Leave Policy and EOS Hospitality, the Owners of Hamilton Hotel’s rollout of a new program that grants ten weeks of 100% paid leave to all full-time staff that become new parents. (3) Showcase the high-level event capabilities of the newly renovated Schuyler event space located in the building adjacent to Hamilton Hotel.
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)
An evening of strategizing, all of the original marketing goals were achieved with VIPs and trailblazing women in attendance including President Joe Biden and First Lady Jill Biden’s daughter Ashley Biden; Founder of the Me Too movement Tarana Burke; Founder of #1000BlackGirlBooks Marley Dias; Founding Director for Paid Leave For All Dawn Huckelbridge; James Beard Award-winning Chef and Host/Producer of Counterspace on VICE Sophia Roe; MSNBC Host and former Political Strategist Symone Sanders Townsend; CNN’s Chief Political Correspondent Dana Bash; CNN’s Political Correspondent and Weekend Anchor Abby Phillip; CNN Journalist Poppy Harlow; CNN Correspondent Donie O’Sullivan; CNN’s Chief White House Correspondent Kaitlan Collins; CNN's Washington Bureau Chief and Senior Vice President Sam Feist; New York Magazine’s Political Reporter Olivia Nuzzi; Political Strategist and MSNBC Commentator Adrienne Elrod; MSNBC Commentator and former communications aide to President Joe Biden Meghan Hays; American writer and scholar Zandria Robinson; Michelle Obama’s Communications Director Crystal Carson; Chief Of Staff at U.S. Department of Education Sheila Nix and more. Attendee feedback reflected the hard work and dedication of the Hamilton Hotel staff and the wider team. A momentous anniversary for Hamilton Hotel, the iconic celebration doubled as an opportunity to inspire, engage in meaningful conversation, and ignite change at the national level. Well received by all those in attendance, raving reviews resulted in media and social coverage across various target outlets, including Glamour Magazine, Vogue, Politico, USAToday, BizBash, Modern Luxury DC, and more, garnering 35M + media impressions. The property team made many relationships with media and continued to build upon their excellent relationship with Glamour and support an important cause. Social media posts detailing the Glamour event had a reach of 6.6M+ across Hamilton Hotel and Glamour Magazine’s Instagram. Ima
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Immediately following the event and its promotion over editorial and social coverage, Hamilton Hotel was contacted by more than ten of DC’s most exclusive event planners. Following Kimball Stroud & Associates, a top event management and production company, attendance at the Glamour event, she booked two events at The Schuyler, resulting in more than $50,000 in revenue. This event doubled as the launch of EOS Hospitality’s Community Impact Fee initiative, which designates 1% of every hotel reservation to a specific local nonprofit organization, resulting in a total of $25,000 donated to N Street Village, a group supporting women experiencing homelessness in Washington, D.C. The exceptional dinner, prepared by Executive Chef Colin Clark, garnered heightened interest surrounding the onsite modern osteria, Via Sophia. Regional Director of Food & Beverage at Hamilton Hotel, Joe Palminteri, received great recognition amongst industry peers and trade outlets for his seamless execution of the high-level event. On May 11, 2023, Executives from Glamour Magazine were looking to host a Paid Leave For All breakfast to engage with their DC-based network. As a result of this strengthened relationship, they turned to Hamilton Hotel and Via Sophia to host the event, totaling $5K in revenue for Via Sophia.
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Entry Title
Hamilton Hotel 100th Anniversary
Public Relations/Communications - Special Event
Public Relations/Communications
Entry Award: