For the first time in five years, legendary hotelier Ian Schrager was preparing to open a hotel. Like him, it too, was a legend: The Gramercy Park Hotel, overlooking New York City's only privately-owned, gated park. In August 2006-after an extensive two-year makeover-the hotel was ready to open its doors. The media relations campaign that Schrager's longtime associate Nancy Friedman developed had multiple objectives. The Gramercy Park Hotel's rebirth would mark Schrager's debut as the head of the new company he founded after the sale of Morgans Hotel Group; it would also showcase a more mature, upscale hospitality product; and it would celebrate the bohemian legend's own "rebirth" as he marked the third chapter in his illustrious career. A-list coverage in the most influential media was imperative for reaching the sophisticated, upscale audience that would appreciate the hotel's attention to detail, fine art, and design. Each story was carefully planned, and the strategy itself executed flawlessly. NJFPR secured front-page feature coverage in The New York Times design section and a feature in USA Today as well as two-page spreads in Time, Vogue, and a 12-page feature in Travel + Leisure to kick-off the campaign. Bookings were immediate; the first month was sold out 97% of the time. This successful launch set a strong opening for the hotel, and established Schrager's place as a hotelier committed to high-end luxury and style.