Challenge:
Differentiate Gansevoort Park Avenue among a slew of hotels opening in NYC and give it a distinct personality from the flagship Gansevoort Meatpacking property.
NJFPR Strategy:
Position the hotel as the most exciting opening of the year and a trendsetter in the up-and-coming NoMad neighborhood. The Agency executed an aggressive entertainment-focused media relations campaign consisting of the following initiatives, resulting in immediate bookings as well as national and international buzz:
• Media tours in NYC, LA and London
• High-profile events including movie premieres, Summer DJ Series and a New Year’s Eve concert with Lauryn Hill
• NYC press preview event with 80 media attendees
• Celebrity sightings in gossip publications including Us Weekly, People and Page Six
• Significant TV presence on national shows including “The Bachelor” and “Keeping Up with the Kardashians”
