CHALLENGE:
To relaunch Boston’s second oldest continuously operating hotel as a four star boutique property following a $14M renovation

STRATEGIES:
Drive corporate and transient rooms sales through media coverage of new, stylish reinvented hotel

Promote new management team to trade associations to position them as Boston Tourism Industry experts and resources to the media

TACTICS:
Develop strategic partnerships with Boston Arts Academy, neighborhood associations, and civic VIPs for Grand Reopening in June 2008

Conduct trade and consumer media campaign highlighting new stylish interior design, amenities, and high-touch service philosophy – Intuitively Yours

Build noteworthy Grand Reopening packages to increase media and consumer interest

RESULTS:
Business Travel feature in USAToday

National trade coverage developed in hospitality publications to reposition the property

Local coverage developed to generate the buzz: stuff@night, Boston Common magazine, Boston Magazine

National consumer coverage highlighting style and location in queue to generate interest and bookings: Travel + Leisure, Conde Nast Traveler, Metropolitan Home, etc.

Calendar of strategic events developed for Grand Reopening in June 2008:
Ribbon Cutting with Civic and Tourism Officials (using signature stripe for ribbon)

Grand Reopening Party with Nitery Saint to benefit Boston Arts Academy

Small Breakfast Events and Tours for Potential Corporate Clients