ROW NYC HOTEL

OBJECTIVES
• Launch an entirely new brand to replace the storied old Milford Plaza in New York City
• Create a timeline to roll out the assets of Row NYC to insure a consistent buzz about the property including City Kitchen, CYC spin Studio, Glam & Go and Sugar Factory
• Maintain excitement for the hotel nationally and internationally post launch

STRATEGY
• Developed brand partnerships in line with hotel tagline “More New York Than New York”
• Invited in key media in the hospitality, food & beverage and lifestyle space to experience the hotel for themselves • Created fun travel packages to sell to the media
• Target Instagram influencers to stay at Row NYC and post

RESULT HIGHLIGHTS
• Conceived of the “Paparazzi Suite” inspired by famed celebrity photographer Ron Galella’s work, which resulted in hundreds of placements nationally and internationally with over 500 million impressions in publications including Vogue, OK! Magazine, and more
• City Kitchen has been featured as “the place to eat in NYC” in USA Today, AMNY, NBC, InStyle.com, New York Times Magazine, Good Day New York and more.
• Developed a partnership with New York Fashion Week designers to host events at the hotel which resulted in enormous buzz, over 100 million impressions and celebrity photos

 

 

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