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 In 2009, W Hotels was set to introduce its unique brand of casual elegance and sophistication to South Florida with the opening of W Fort Lauderdale. But W's plan was fraught with challenges. Tourism was down across the region. The project was months behind schedule. And the recession had delivered the dreaded "AIG Effect" in which it became trendy for corporations to avoid luxury destinations. The W Fort Lauderdale PR strategy had to be creative and well-executed, emphasizing the brand's hip style and WHATEVER/WHENEVER philosophy, while downplaying its opulence and lavishness.  Directed a PR campaign that familiarized South Florida with W's reputation, image and brand; positioned the hotel as the area's chic new destination; and established W Fort Lauderdale as the ultimate place to see and be seen. talent center
Before the crowds were awed and the applause began, W Fort Lauderdale had to discover the "talent" – W lingo for staff. A testament to the brand's innovation and inspiration was its "Talent Center," complete with Star Finders and Whisper Booths, which we launched with great fanfare in December 2008. O&G targeted print, television and radio outlets across South Florida, resulting in a front page Sun-Sentinel Business feature, several TV pieces and a lasting impression that W Fort Lauderdale would be the ultimate expression of style and sophistication. W means business
This decade, South Florida has seen a proliferation of new upscale hotels and resorts that established the region as one of the world's leading destinations. Unfortunately, the recession led Americans to cut back on travel spending, and the tourism business nosedived. It would take a carefully planned and executed media strategy to introduce a W hotel in this negative environment. With that in mind, we worked with W Fort Lauderdale leadership to create media statements focused on the hotel's innovative design; its location as an alternative to pricey South Beach; and the warm reception it already had received from the convention industry. We then offered media "sneak preview" tours of the construction. Even the area's most jaded reporters were impressed, resulting in several business features. you be the fudge
With its legendary brownie buffet, Bliss at W Fort Lauderdale wasn't going to be another boring, traditional day spa. It needed a separate PR initiative that would focus on its unique attributes. Enter: The Battle of the Broward Brownies! In each new market Bliss oversees a "You Be the Fudge" contest to discover the area's best brownie. In Fort Lauderdale, we decided to turn this into a massive, grass roots Bliss awareness campaign by packaging and delivering hundreds of brownies to local TV anchors, morning radio DJs, bloggers, print reporters and more. The media "ate it up," providing positive, third-party endorsements of the brownies and the Bliss brand. underwater wonderment
The media coverage for W Fort Lauderdale's June 4 Opening Celebration began before the sun rose and continued throughout the day and well into the night. Live shots with the CW morning show; tours with FOX and CBS entertainment reporters; interviews with the area's top print and online journalists; and Purple Carpet coverage by EVERYONE. Media spectacularly captured W Fort Lauderdale's ultimate WOW experience, establishing the hotel as the region's top new destination.  In just eight months, O'Connell & Goldberg planned and executed a successful PR initiative to introduce W Fort Lauderdale to the South Florida market. The results: 31 print placements with a total circulation of 6,248,983 |