Tired tourist paradise becomes media hotspot for a new generation.
The Algonquin Hotel had two challenges: an aging, shrinking guest base and a glut of new hotels in the neighborhood that challenged the relevancy of The Algonquin.
GOING OVER AND ABOVE THE COMPETITION
Our research revealed a unique marketing approach. It showed that visitors wanted an authentic New York hotel — something the competitors could never be. Our news and public relations experience told us we could create a big story out of this. So Overabove played up The Algonquin’s past as a cultural and media hot spot and positioned it as “The New Yorker’s Manhattan Experience.” We created a first-of-its-kind partnership between the hotel and Penguin Publishing and promoted it with a unique combination of social and traditional media. This connected The Algonquin’s literary past with writers and voices of today. And The Algonquin returned to its place as the cultural and media hotspot. And that attracted a whole new generation of guests.
RESULTS ABOVE EXPECTATIONS
New website added $725,000 in online bookings at launch
15% increase in Average Daily Rate (ADR)
112 placements (584 million impressions) in key publications such as Vanity Fair, New York Post, New York Times, New York Magazine, Huffington Post, Hotel Chatter, Travel + Leisure