BBQ scented scratch & sniff tattoos…Young country music stars battling on grills…Towneplace Suites was “on fire” so to speak and wanted to shine a spotlight on the brand, highlighting its fun, spunky personality to target a new audience – the Gen X/Y business traveler, giving them a unique offering while they were on the road. The goal was to showcase its new, modern design with outdoor public spaces, perfect for guests to gather, grill and socialize.
A partnership with Weber Grills was the recipe for success entailing the installation of shiny new grills at properties across the country along with inventive BBQ recipes from the chef. LDPR set out to create a an event announcing the collaboration using the perfect launch pad — Chicago’s #1 BBQ and Country Music Festival – The Windy City Smokeout, where TownePlace Suites and Weber Grills hosted the ultimate celebrity grill-off between up-and-coming country music stars Sister C, Jordan Gray and Joey Hyde.
20+ media attended the celebrity grill-off including Saveur magazine editor in chief, and within weeks the agency garnered 35+ consumer and trade placements including Saveur Digital, SKIFT, Lodging magazine as well as a broadcast segment on Great Day Washington (a CBS affiliate)