A Standout Launch in Downtown Denver
Not only did the TURNER team help the hotel build important local relationships, they secured a variety of coverage in local and national publications including The New York Times. These efforts have been instrumental in successfully launching the property in such a competitive market.
Kathleen Sebastian Director of Communications for White Lodging Services
Located in the heart of a booming downtown and just a few blocks from the Colorado Convention Center, the new Hyatt Place and Hyatt House Denver/Downtown was poised to make a big splash in the Mile High City market.
But there was a challenge: the mid-range, dual branded property shared an opening date with a much-hyped airport hotel expansion in the same city, and came on the heels of numerous other development announcements. So TURNER set about ensuring that Hyatt Place and Hyatt House Denver/Downtown’s launch stood out.
WHAT WE DID
With a central location, a competitive pricing point, carefully curated local art and Colorado craft beer on tap, Hyatt Place and Hyatt House Denver/Downtown offered a quintessential Denver experience, so TURNER’s pre-opening public relations efforts focused on trade publications, the local market and a national spotlight.
- We arranged a sneak peek tour for Ed Sealover, an influential Denver Business Journal writer. We also hosted five local media at the property.
- We secured a partnership with the locally based company, Icelantic Skis, including exclusively commissioned, ski-specific art installations for the hotel, as well as an giveaway for Winter on the Rocks, an annual concert at the world famous Red Rocks Amphitheatre.
The TURNER team successfully planned and executed a grand opening media event that was strategically timed to showcase the hotels’ incredible location in the city and vantage point for viewing special city-wide events. The team confirmed 15 media, contributing to local and national outlets, to attend the event.
- We positioned the property as an example of the burgeoning regionalism design movement, where the surrounding local culture is integrated in the hotel design from the ground up.
- We created a signature Colorado Campfire Sour cocktail, using local ingredients and tying in the property’s regionalism design influence, to bring a western flair to the property during the height of the iconic annual Denver Stock Show in January.
TURNER’s six-month campaign delivered nearly 30 articles, published in a wide range of publications, with impressions climbing to more than 132 million. Highlighting the properties’ downtown centric location, just a couple blocks from the convention center, TURNER secured editorial coverage in group business, industry trade and consumer outlets (local and national). Coverage highlights included a trend-oriented story in The New York Times with a quote from the hotel GM; a feature on the dual-branded property in AFAR; and a feature story with accompanying video sneak peek preview, including an interview with the GM, in the Denver Business Journal among others.