For travel clients, we go beyond conventional travel and tourism public relations to support strong brand differentiation and marketing integration. Our chief strategy for the new World Center Hotel was to position the property’s initially controversial location – at the site of the rising World Trade Center – as a sign of the long-awaited revitalization of downtown New York City. We brought in heavy-hitting partners to build credibility and excitement for the opening. World Center Hotel executives were joined by NYC & Co and the National September 11 Memorial & Museum President Joe Daniels at a special grand opening event to celebrate its role in the progress downtown.
The opening showcased the hotel’s unique geography and features, while telling a story of perseverance and creativity on the part of the developers. And the story found a very receptive audience. Not only were five camera crews present at the opening, but news was generated in major national press, including National Public Radio, USA Today and Associated Press, as well as broadcast, print and online coverage in markets across the country and abroad. Total impressions achieved were more than 160 million.