NEW YORK: Morgans Hotel Group partnered with Tumblr for New York Fashion Week to engage the fashion blogger community.
The Hudson Hotel in New York City, one of the group's properties, provided a blogger lounge and photo spaces for 20 of Tumblr's fashion and style bloggers throughout the week, and the online content generated from these bloggers, including photos and posts, are being projected onto the walls of Hudson Hall.
“This sort of offline/online partnership creates a unique interactive experience for guests in the hotel, as well as those following the tumblr.com/nyfw tag page online,” said Katherine Barna, head of communications at Tumblr. “It has greatly enriched our bloggers' New York Fashion Week experience and given them a complete view of what covering it is all about.”
Morgans Hotel Group partnered with Tumblr to support “up-and-coming fashion talent” and create a unique hotel and guest experience by integrating the online fashion world with the property's public spaces, according to Kim Walker, SVP and creative director for Morgans Hotel Group.
“The 20 participating bloggers have a combined reach of over 500,000 followers within their fashion community,” she added. “Because Morgans has its own Tumblr blog, this partnership was an effective way to interact and engage the community.”
Morgans Hotel Group's internal PR team and PR AOR Syndicate Media Group are using a multi-platform communications approach for Fashion Week. The agency is helping launch events throughout the week, build media relationships, and develop social media strategies.
Morgans Hotel Group is also working with designers from The Council of Fashion Designers of America's Fashion Incubator program to curate the Hudson's “Semi-Automatic” vending machine and makeshift gift shop, stocking it with Fashion Week products, such as jewelry and purses.