In May 2015, The Press Hotel opened in what was once the headquarters of the Portland Press Herald newspaper. The opening marked the city’s first boutique hotel, and breathed life once again into a cherished city landmark. Joining well into the pre-opening phase, LDPR was challenged with casting an impactful local and national spotlight on a city that’s established from a culinary sense, but had minimal recognition in the hotel scene.
Flexing a creative-storytelling muscle and calling on relationships with key media (especially those with Maine roots), LDPR honed in on Portland’s unique arts and cultural communities, launching an aggressive campaign that balanced traditional pitches, local partnerships (e.g., Allagash Brewery, Maine College of Art), media visits and opening events. Pitches were customized for each (e.g., for local media, the hotel was positioned as THE new hot spot for Portland-based creatives).
These strategies ignited an overwhelming buzz that is still building. Within the first two months of opening, LDPR secured more than 70 placements showcasing The Press Hotel’s unique brand vision and community engagement. Stories appeared in such prestigious national outlets as Departures, Condé Nast Traveler, Travel + Leisure, Bon Appetit, The Los Angeles Times, Architectural Digest and Forbes.