AC Hotel Clearwater Beach
developing programming around a booming travel trend
After a year on the market and no formal public relations support, the AC Hotel Clearwater Beach found itself in a competitive hospitality market without the benefit of a proper PR launch and therefore behind other properties in the area in terms of visibility and familiarity. The hotel needed to establish a presence that highlighted its modern, business-friendly environment and attract both leisure and business travelers. With its unique positioning as a hub for remote and bleisure work travelers, the AC Hotel required a targeted PR campaign to build awareness, differentiate itself from competitors, and put it on the radar of potential guests who seek a seamless, productive work-travel experience.
solution
We decided to focus our PR efforts on AC's modern “frictionless” environment and innovative amenities, ideal for business travelers, remote workers, and digital nomads by developing a package around a fast-growing trend among bleisure travelers… “quiet vacationing." Carli PR developed a package for this market of travel consumers called the Hush Trip Haven, and gave it the tagline Not every remote workday has to be from home… and not everyone has to know it. The package we created provides participating guests with a Worker's Welcome Packet with a door hanger with a finger-to-lips that says "Shhhhh… I'm working 'from home'" so room service and fellow guests know not to knock or enter loudly; branded webcam covers; a portable charging dock; a drink voucher for the hotel bar for "after hours"; printing credits; a small branded notepad; an eye mask for rest; and lavender sachets for relaxation. The package also includes an on-demand Refreshment Concierge (9 am – 5 pm, water, coffee/ tea, and soft drinks), dedicated coworking space and access to a private media salon with virtual meeting technology, and 10% off on three nights or more during the week.
After fully conceptualizing and developing the package, we began executing on the PR strategy, which included a photo shoot to gather visual assets, a press release and niche-angle pitches, media outreach to travel and business media writers, hosted stays with the package among relevant media and influencers, and other development of all messaging, positioning and copy connected to the program for the hotel's digital, website and social teams.
results
We launched the package with a national public relations campaign and immediately, the interest among travel and business media was overwhelming.
To-date, the Hush Trip Haven at AC Hotel Clearwater Beach has received coverage in more than 60 media outlets, resulting in 275 million unique monthly views combined, with more coverage on the horizon. The package and hotel have been featured in such major media outlets as Forbes, Chicago Tribune, TravelPulse, MSN, Success, Essence, Miami Herald, Boston Herald, and the Orlando Sentinel to name only a few.
In addition, the campaign is used as a sales and marketing tool among the hotel team and has supported their ability to increase bookings and RevPAR YOY, and attract new visitors and corporate clients.