Marriott was preparing to open the Marriott Marquis in the middle of DC, one of the country’s most crowded hotel marketplaces. It was Marriott’s 4,000th hotel, the largest property in the city, and expectations were running high. LDPR was hired specifically for the launch, 14 months before the scheduled opening date (May 1, 2014).
While the hotel was still a hard-hat construction zone, LDPR flexed its creative story-telling muscle, hitting all media categories including meetings and business travel, local DC media, national print and broadcast, consumer, and social media. Pitches were artfully customized for each (i.e., for local media, the hotel was positioned as THE hot new social hub in downtown DC).
In the months leading up to, and surrounding the grand opening, LDPR scored over 300 placements introducing the hotel in all its aspects from design and technology to culinary and social in media such as The New York Times, The Washington Post, The Wall Street Journal and USA Today. Due to its overwhelming success, the opening PR program earned a prestigious Platinum award from the Hospitality Sales & Marketing Association International.
Room night totals from opening through 2014 exceeded sales team’s budget and major group bookings are on pace through 2016.