Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Hamilton Hotel partnered with Glamour Magazine to celebrate its 100th anniversary. Hosted by Glamour Magazine Editor-In-Chief Samantha Barry, Hamilton Hotel welcomed 100 of DC’s most influential politicians, tastemakers, activists, and more on Tuesday, October 11th, 2022, for an evening of candor and commemoration. While the hotel hosted a dinner with 100 influential men upon its opening a centennial ago, this year's guestlist featured a majority of women-identified attendees, including Concetta Ciarlo of Vogue, who covered the event in an article titled, Glamour's Samantha Barry and Model Christy Turlington Celebrated Female Changemakers in D.C.
The marketing goals were: (1) To replicate the same format of a dinner held 100 years ago by Hamilton Hotel but, this time, switch the narrative to focus on women. (2) Showcase Hamilton Hotel’s newly renovated event space, The Schuyler, as the perfect blank canvas for all event-space needs, conveniently located in the heart of downtown D.C. (3) Showcase Hamilton Hotel’s newly renovated event space, The Schuyler, as the perfect blank canvas for all event-space needs, conveniently located in the heart of downtown D.C.
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)
The invite-only event brought together a room of political changemakers, with a narrative focused on discussing maternal health equity and promoting the passing of paid leave. Hosts Samantha Barry and Fashion Model / Founder of Every Mother Counts Christy Turlington Burns took the stage for a transparent conversation on the ever-present need for universal paid leave in the United States. Tackled topics ranged from maternal mortality rates and rampant racial inequities amongst women of color seeking maternal health care in the United States. Turlington Burns also showcased an exclusive sneak peek of her next Giving Birth in America documentary, highlighting the surprising journeys and issues of maternal health of women giving birth in America. The evening was very much centered around women, and all participating parties shared a commitment to supporting females in the workplace.
To best showcase The Schuyler, the venue set up two elegant long tables taking nearly the length of the ballroom dressed in ethereal candles, blossoming pastel florals by House of Flowers D.C., and pale gray linens, with a calla lily garnish at each place setting. The cocktail hour upstairs featured two specialty drinks, one playfully named I'm Never Leaving, created in collaboration with Chef Sophia Roe. AV capabilities were displayed with the viewing of Burlington's film, and food & beverage offerings from Hamilton’s Chef Collin Clark were a hit for all who attended.
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 glamorous 100th-anniversary dinner event was a non-ticketed invite-only event and, therefore, generated a nominal financial return; however, the property received fantastic press for the purposes of property/venue visibility and ownership/investor PR.
The goal of this event was not to make a profit but to open our doors to engage with community members. A forward-thinking company with its finger on the pulse, the evening was designed to unite and inspire positive long-term change for women in the workplace.
Division
Public Relations/Communications - Feature Placement Online or Print - Consumer Magazine or Newspaper
Category
Public Relations/Communications