'W' magazine finds room to accommodate Hotel Missoni

Who is your client and what are its media goals?

'W' magazine finds room to accommodate Hotel Missoni
Name: Mara Begley, senior media specialist, MMG Mardiks, New York
Placement: W, September 2009
Pitch timeline: 16 months

Who is your client and what are its media goals?

Begley: The Rezidor Hotel Group is one of the 15 largest hotel management companies in the world, according to Hotels magazine. It has more than 300 locations in 60 countries, including its newest luxury brand, Hotel Missoni, which was developed in collaboration with the iconic Italian fashion house.

Our media goal was to position Hotel Missoni as a true luxury lifestyle hotel for sophisticated travelers.

What made W magazine such a good placement for Hotel Missoni? How did you pitch its travel editor James Reginato?

Begley: W focuses on fashion, culture, travel, and entertainment. Its editorial speaks directly to our target audience: consumers looking for the hottest design and fashion-inspired travel experiences.

My pitch to the magazine highlighted how Hotel Missoni was going to break the mold of fashion-branded hotels because of the personal involvement of fashion house matriarch and design icon Rosita Missoni.

Was it difficult convincing Reginato that a fashion house like Missoni could be just as successful as a hotel brand?

Begley: It wasn't. The true challenge was convincing him to do a piece on another fashion hotel brand after several - including Versace, Armani, Bvgalri, etc. - had recently been announced. However, I was able to showcase how Rosita was creating a brand that was truly different from the rest - not simply a brand extension.

To clinch the story placement, I also set up a mother-daughter interview with Rosita and Angela Missoni, who is now in charge of Missoni Fashion. James then assigned writer Samantha Conti to cover the Hotel Missoni Edinburgh during its opening weekend.

What was the impact of the hit in W?

Begley: The article ran in the magazine's most coveted edition, its September issue, which reaches more than 1.3 million readers. It also helped to position Hotel Missoni in front of our target audience just in time to drive fourth-quarter business.

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