Campaign: Amnesty Program
PR agency: Quinn & Co.
Launch: July 1
Objective: The venerable Waldorf Astoria Hotel in New York City is trying to recover some of its lost treasures through the "Amnesty Program" campaign.
The social media initiative, which launched at the beginning of July, is part of the luxury hotelÕs efforts to expand both its digital archive at WaldorfArchive.org, as well as exhibit pieces in the ÒHost to the WorldÓ hotel gallery by allowing patrons to return hotel items without penalty.
Idea: The transition to a digital archive began six years ago when the hotel decided to fill its own physical archives and past patrons reached into their own collections to give items back. After seeing some of its famed items sold online, the hotel wanted to encourage past guests to return items.
The Waldorf Astoria is seeking items from intricate keys and locks to front-desk bells, silverware, and china.
Matt Zolbe, the hotel's director of sales and marketing, said the hotel wants to recognize those once-lost items. "We wanted to have a unique element that can be displayed," said Zolbe.
Tools: The Waldorf will use social media to promote pieces recovered through the initiative, as well as a communications tool, said social media manager Meg Towner.
Posts on the hotel's Facebook page and Pinterest account will show the types of items received and descriptions of and stories about each piece. The hotel's staff will also tweet about the need to recover items, such as old photos."We have found people can be intimidated by the brand name, so we want people to know that there is a rich history to explore and discover, which is why we created this archive," Towner says.
Measurement: Zolbe explains that the Waldorf will gauge success not by the number of items returned, but more by the quality of its outreach, which will run through September 15."A great deal of the success is in the social media buzz we get," Zolbe said. "We want to generate buzz in the brand for the next generation."