This campaign got over 200,000,000 page views and was published in over 220 outlets.
Royal Treatment for Red Lion Hotel Anaheim
Red Lion Hotel Anaheim – July 2011 "Royal" PR Campaign
In July 2011, the challenge was to create a "news story" for the Red Lion Hotel Anaheim -- a media pitch, an "angle," that would meet Black Ink PR's standard program objective of producing measurable results. Not just 'ink' but, for a hotel, added bookings and revenue.
Challenge
It was Month One of the Hotel's engagement of Black Ink PR and there was no news. No renovation, no new activity programs, no amazing package deal specials with Disneyland. And no room rate deals as this is summer: the Hotel does not want to discount room rates in peak season, they want to be full.
Solution
What was the biggest story of Spring? The biggest buzz globally? The largest worldwide television audience in history to put the Superbowl to shame?
Prince William and Kate's wedding, of course.
So the Black Ink PR creative team went to work and decided to capitalize on newlywed Will and Kate's upcoming visit to Southern California. Quite scandalously (in the eyes of our crack research team) the royal couple was not going to visit Disneyland. Or – even worse, the Red Lion Hotel Anaheim? How could that be?
Humor – The Magical Ingredient (Available Only at Black Ink PR)
We now interrupt your regular programming for this breaking news flash:
Red Lion Hotel Anaheim to Treat
William & Kate Guests as Royalty
Absent a July Visit from Britain's Royal Couple, Hotel Offers Free
Three-Night Stay to all U.S. William & Kate Married Couples
Anaheim, CA, July 5, 2011 – Red Lion Hotel Anaheim, located walking distance from Disneyland® Resort, was disappointed to learn that Britain's newlyweds Prince William and his bride Kate Middleton will not be visiting Disneyland on their official visit to the U.S. in July. Accordingly, the hotel is offering all U.S. married couples – named William and Kate – the royal treatment with a free three-night stay at its family friendly hotel during the month of July.
Royal Luxury – Stay Comfortable and Content
"Of course we were sad for Prince William and Kate that they are not going to be visiting Disneyland during their U.S. vacation next month," said Red Lion Hotel Anaheim General Manager Paul Thornton. "We really thought after spending $48 million on their wedding just a few weeks ago, they would especially appreciate very reasonable rates (a steal in comparison to a castle) while being treated in the luxury for which they are accustomed – with our casually sleek design, free breakfast, free parking, outdoor heated pool and rooms with free Wi-Fi, refrigerators, microwaves, granite bathrooms and 37 inch flat-screen TVs."
"So we decided to commemorate the royal couple's U.S. visit by offering a free three-night stay during the months of July and August to all the U.S. married couples named William and Kate (or Catherine)."
"We have only one small request," Mr. Thornton added, "that at the conclusion of their free three-night stay, these guests send a post card or short letter to Prince William and Kate to share highlights of their Red Lion Hotel Anaheim or Anaheim theme park visit with them since the royal couple was not themselves able to enjoy a stay with us."
William and Kate Royalty Free Three-Night Visit General Eligibility Rules Each eligible participant agrees as follows…
Measurable Results
Led by Margot Black storming the phones, the Black Ink PR media pitching team went to work at a frenzied pace all week.
The "story" was picked up by news outlets worldwide including over 220 media outlets spanning broadcast, print and web in North America alone yielding over 71 million website page views. Social media Facebook and twitter lit up like a Christmas tree. From Yahoo, MarketWatch and International Business Times to The Sacramento Bee, the Press Enterprise and dozens of CBS, NBC and ABC television news affiliates, this was BIG NEWS.
The Los Angeles Times did a feature story both in print and on their blog (see it below).
$$$
The bottom line? In just the first week the story broke, Hotel revenue more than doubled, up 161% year over year.
Background Note
Prior to beginning her career as a public relations executive, Margot Black enjoyed a successful career as Hollywood screen writer, and standup comedian during which she opened for major national comedy tours headlined by "A" list comedians Margaret Cho, Andrew Dice Clay, Judy Tenuta and many others.
To read the full news release, click here:
To read LA Times article, click here:
Pacific Edge Hotel – Laguna Beach, California 2009 Case Study
In April, 2009 Pacific Edge Hotel retained Black Ink PR for a six-month comprehensive PR campaign,. This large beachside property had recently been acquired by a joint venture that included a major west coast boutique hotel management firm. Occupancy rates were low, and a major renovation and upgrade was planned for late 2009.Objective
Raise the hotel’s profile; position it for a renovation and transition from “no-frills family” to trendy; and increase occupancy and cash flow.- Activities (partial list)
- Drafted and designed new Hotel Fact Sheet for media kit
- Created several compelling and relevant monthly announcements, ranging from “Deal Alerts” and “Heroes” discount package, to “Local Love” and “Wine, Cheese and Interactive Art Affair” -- for news release and direct marketing distribution.
- Created Pacific Marine Mammal Center Package “voluntourism / staycation” theme with green activities and family friendly rate package to include Edge Card info.
- Organized and managed Hotel radio promo campaign with Pageant of The Masters tickets giveaway. Promo went out over 20 radio stations.
- Drafted monthly GM’s newsletter for Hotel’s guest email list distribution and website, giving a friendly and informative tone to newsletter.
- Twice placed Hotel stay as a prize on Wheel of Fortune – #1 U.S. syndicated television show audience.
- Placed Hotel stay as a prize on Let's Make A Deal debut show for a 20-second national TV spot.
- Produced Broll shoot to encourage television results.
- G21 TV Show - 10 episodes airing twice daily - 20 episodes showing total, secured ten 15 second spots on highest rated Game Show Network Show in exchange ten two night stays. Game Show Network 20 Episodes of Prize Coverage on GSN highest rated show "21".
- Placed Hotel stay as a prize in The 2009 Emmys Awards Nominees’ Gift Baskets, resulting in several celebrity visits.
- Arranged several journalists’ familiarization visits (from target markets).
- Secured coverage in two Lonely Planet travel guides – Coastal California and the OC editions for 2010.
- Secured television coverage from Fox News Vegas for Emmy campaign.
- Negotiated opportunity for Hotel GM to appear on the Peter Greenberg Radio Show
- Arranged for one A-list television/movie star/super model Celebrity Visit (stayover) at Hotel with on-site photo opp
- Arranged for Celebrity Gifting Lounge placement on a major Television Network 2009 Holiday TV special featuring several A-list entertainers and movie stars – with lounge fee waived
- Coordinated all Hotel PR for beach party hosting Virgin Air’s Sir Richard Branson marking the airline’s first flight into Orange County.
Coverage (partial)
The media coverage arranged, ranging from national television game shows and major television specials, to local and industry media and guidebooks is valued at an estimated $750,000 in advertising equivalency – for a program ROI of about 35:1.- L.A. Daily News
- Los Angeles Times
- Cheapflights.com
- KRLA - 5 spots a day during August.
- Local Love Release featured in Daily Deals Blog .LA. Times Jen Leo
- Eric Hiss Covered Pacific Edge Hotel in Lonely Planet OC and Coastal California guide books
- Game Show Network 20 Episodes of Prize Coverage on GSN’s highest rated show "21"
- Richard Branson Kisses Jaunted - mention in article on Wandermelon.com
- Wheel of Fortune Episode (2 offered, 2 accepted)
- Fox TV News/ Vegas
Results
The wide, positive media exposure and creative direct marketing successfully generating hotel bookings and occupancy rates that were the highest in several years despite a major recession that hit most area hotels hard. The PR campaign has raised the hotel’s consumer and media profile to its highest level ever with area and industry media -- positioning it favorably for rollout of its upcoming renovation and rebranding.“Success is in the Bag”
Margot Black created and executed this campaign for client Freda Kunin of FredaLA.com. The campaign succeeded (and continues to) on many levels: - Created perennial newsworthy topic for client. This is especially important in a world of fashion where trends go hot and cold in a matter of days.
- Generated interest from media outlets that client’s products alone would normally not reach.
- Vast increase in data capture due to public participation.
- Focused clients charity participation into an organic cause aligned with her business.
- Rewarded clients with value added coupons and encouraged additional sales.
- Organization Black Ink PR choose (New Economics for Women) as beneficiaries to campaign received (and continues to receive) hundreds of donated handbags, books and other accessories throughout the year.
- Additional handbag designers have approached Black Ink Pr to donate their excess merchandise to New Economics For Women.
Fair Trade Tourism
Margot Black aligned client Meredith "Hill of Hills of Africa Travel" with a pre-existing cause called Fair Trade Tourism.Both Margot Black and Meredith Hill were eager to participate in socially responsible tourism, especially in third world countries. Margot Black learned about Fair Trade Tourism while visiting Tswalu in the Khalahair desert in Africa. Impressed with the organization and impassioned by the cause, Margot Black introduced FTTSA to her client Hills of Africa. With the guidance of Margot Black, Hills of Africa Travel became the first U.S. Tour operator to offer Fair Trade Tourism Safari’s.
Both Margot Black and Meredith Hill continue to work together to promote Fair Trade Tourism and foster the belief that vacations can feel good for everyone involved.
Parade Design
Parade Design approached Margot Black to write copy for a booklet that serves as a “take away” for brides shopping for engagement rings. Margot created the copy and the campaign that connects with the idea, emotions and passion of finding “that perfect love” with the idea, emotions and passion of finding “that perfect ring.”“Heart’s Desire” Bridal Marketing Campaign
The rules of great jewelry are like the rules of a great love: it must be beautiful, unique, of extraordinary quality—and ignite our hearts with desire. Like a great love, our jewelry is built to endure through the ages. And, of course, just like any great passion, our jewelry, like your true love, will make your heart sing.We at Parade have used the inspiration of lifelong partnership to create an enchanting collection that captures all the classic moods of love: romance, passion, intrigue, adoration, dazzle, and excitement. We know you’ll find the perfect ring to represent your cherished union. From our hearts to yours, we offer designs to tantalize your senses, ignite your soul and bring a constant smile to both giver and the receiver.
We are honored to be a part of your heart’s desire. May your love sparkle like a diamond in the sunlight…..forever.