HYATT REGENCY BOSTON RENOVATION CAMPAIGN
OBJECTIVE: Increase awareness of Hyatt Regency Boston and renovation among consumers and travel trade.
Using a $10.5 million renovation of the guest rooms and public spaces as a focal point, the hotel also transformed it’s green practices, uniforms, weekend packages and more.
Key message throughout the entire campaign was the extreme transformation of the entire property. The transformation is not only physical, but sensory and aesthetic as well.
Press releases were written and distributed on each of the areas of the transformation: Room Renovation; Extreme Packages; Green Initiatives; New Uniforms.
The launch of the Extreme Packages, radio promotions were undertaken with several radio stations in targeted markets. The hotel gave away a free package to listeners in exchange for free advertising on the radio station.
4-week radio generated $150,000 free publicity for the hotel
After the integrated launch of the Extreme Packages through press releases & radio promotions, the packages sold 127% more than the previous year.
Value of press coverage generated in 12 months was $624,000
ADR increased 7% 2005 over 2004
Hotel revenues increased 25% over the same time period previous year