The Challenge for the algonquin
An aging, shrinking guest base paired with an onslaught of nearby competition led to a challenge of relevancy for The Algonquin Hotel, Autograph Collection. Attracting new visitors to augment the loyalists meant diving into the hotel’s history in an innovative way.
OUR approach
We performed deep research into the wants, needs and desires of the target demographic. It revealed that visitors wanted a true New York hotel – something the competitors could never be. Our strategy highlighted The Algonquin’s New York pedigree and let visitors live like locals, using a unique combination of media to start the conversation.
Penguin Publishing Partnership
We played up The Algonquin’s literary past, establishing a first-of-its-kind partnership with Penguin Publishing and promoting it through a deliberate mix of media.
On-Property Experience
“The New Yorker’s Manhattan Experience” comes to life for guests through sophisticated signage and collateral letting them in on locals-only hotspots in the neighborhood.
The Results
Our team’s PR efforts resulted in 112 placements and 584 million impressions in key publications such as Vanity Fair, New York Post, New York Times and Travel + Leisure. The campaign also contributed to an impressive 15% increase in ADR.