CHALLENGE:
To build momentum for the transformation of the Charles Street Jail for the Grand Opening of The Liberty Hotel

STRATEGIES:
Build select strategic alliances

Highlight project partners

Explore the history of Charles Street Jail

TACTICS:
Partner with Esplanade Association for summer opening events

Hold hard hat tours for media, community VIPs, and neighborhood groups

Hire historian to write book

Capitalize on high profile architect, interior designer, and past jailed cause célèbre to highlight how the jail’s history informs us about Boston and US history

RESULTS:
Extensive national coverage including NYTimes, Chronicle, Travel + Leisure, Town & Country

Grand Opening Events attended by more than 2,000 VIPs

Hotel embraced by Beacon Hill and West End Neighborhood Associations, BRA, Historical Commission, Mayor’s Office, MGH