Client: The New York Palace Hotel (New York)
Agency: DKC Public Relations, Marketing & Government Affairs (New York)
Campaign: Cinderella at The Palace
Duration: November 23, 2012 – April 20, 2013
DKC Public Relations, Marketing & Government Affairs, AOR for The New York Palace Hotel, arranged a partnership between the hotel and Rodgers + Hammerstein's Broadway musical Cinderella that resulted in fairy tale experiences for hotel guests.
“We were looking for some strategic partnerships that could support us, particularly in targeting family and leisure travelers,” explains the hotel's director of sales and marketing Brian Honan. “We wanted something unique and different. DKC brought Cinderella and its marketing agency, SpotCo, to the table. The partnership was a perfect match.”
DKC VP Greta Vanhersecke says the agency worked closely with SpotCo to create events that leveraged the partnership.
Media relations, social media outreach, and several sweepstakes also drove awareness.
Two stars of the musical kicked off the campaign by officiating the hotel's annual tree lighting ceremony on November 29. Media invitations included white chocolate slippers dusted in gold.
Throughout the campaign, DCK targeted local, regional, and national entertainment, travel, and lifestyle media as well as select New York bloggers.
The hotel hosted Cinderella-themed weekend brunches December 1 to March 3. Brunch guests could enter their name and contact information to a win four tickets to the show.
Through January 27, an actor playing Prince Charming engaged brunch diners and other hotel visitors by posing for photos and helping women try on special glass slippers.
Special guest packages for travel between January 25 and May 20 that included two nights in the hotel, reduced price show tickets, and Cinderella-themed giveaways (such as the chocolate slippers) were promoted through multiple channels.
SpotCo and DKC helped devise two guest package giveaways for NBC and VIPeople e-newsletter. The team also worked with SpotCo to offer show tickets, a reception with cast members at the hotel, and discounted room nights as a gift package sold in the Brooks Brothers' holiday catalog.
Honan calls the campaign “wildly successful,” noting he would consider reprising it.
The package has generated 311 room nights, resulting in $119,000 in room revenue.
The brunches drew 1,802 guests and more than $72,000 in food and beverage revenue.
Twenty-two stories ran in outlets such as The Wall Street Journal and Playbill.com.
The campaign drove 1,441 new Facebook likes and about 60 new Twitter followers.
Between November 23 and early April, Cinderella-related package pages on Newyorkpalace.com got 8,508 views.
The team is currently promoting the hotel's $135 million renovation, which Honan says should be complete by late fall.