The first luxury hotel to open in the vibrant Meatpacking District, the Hotel Gansevoort was the first project of two independent New York developers who lacked name recognition. The Gansevoort's soft opening date was postponed several times over an eight month period and all launch initiatives had to be readjusted as construction delays occurred.
In spite of these challenges, NJFPR was able to create a publicity campaign that quickly made the Gansevoort's quirky name unforgettable. Relying solely on PR to generate awareness and bookings, the agency created extensive background press materials, conducted one-on-one story pitches with key editors and freelance writers, and initiated individual tours and hotel stays for members of the media. The objectives: to create buzz about the hotel prior to its opening, to obtain substantial media coverage about the hotel's numerous distinctive features, and to position the Hotel Gansevoort as the must-see hotel in NYC among city, national, and international audiences.
Within five months of the Gansevoort's launch, total print coverage reached well over 250 million readers with multiple stories in The New York Times, the Wall Street Journal, USA Today, Vanity Fair, and Condé Nast Traveler. Average room rates at the 187-room hotel were up by over 13%, and total revenue was 9% higher than projected. Since then, bookings have continued to increase, and the hotel truly has become the place to be and be seen.
