Challenge Strategy For international media, LCI created a series of packages and pitches that catered to international travelers. To expand awareness of the family-owned business, LCI sought out media opportunities to showcase the history of the family and hotel. Results
The San Francisco tourism industry was slowly recovering from 9/11. Leisure travelers were still traveling, but more inclined to stay close to home. The family-owned and operated Handlery Union Square Hotel wanted to reach new international and local audiences and raise the profile of the family business within San Francisco, target markets and the hotel industry.
LCI and the Handlery Union Square Hotel knew this was a good opportunity to target consumer travelers in drive-in or short fly-in markets that fed San Francisco. LCI developed radio station promotions in target markets including Santa Barbara, Portland, OR, Las Vegas, Los Angeles and the Central Valley in California. In addition, LCI created a 'What's New in San Francisco' press trip for travel media in California. The press trip highlighted the Handlery's accommodations, friendly staff and proximity to the latest destinations in San Francisco. LCI also targeted national game shows for promotional placements.
LCI created a hotel package at the Handlery that was featured as a prize on national game shows including 'The Price in Right' and 'Wheel of Fortune.' Media from feeder markets attended the press trip, resulting in interest from more than a dozen media targets. LCI garnered print coverage of the Handlery Union Square Hotel in outlets including: USA Today, Los Angeles Times, Boston Globe, Portland Oregonian, Sacramento Bee, Sydney Morning Herald, Essentially America, San Francisco Business Times, San Francisco Chronicle and Lodging Hospitality. Radio station promotions were secured throughout the Western United States. In addition, a reality TV pilot was filmed about the family owned and operated hotel. LCI secured stories in the San Francisco Chronicle and San Francisco Business Times. Media placements have helped drive leisure business to the hotel with more than $412,586 in new bookings made. Gross impressions totaled 45,877,743 and ad equivalency totaled $655,688.80. Total return on investment was 18 to 1.
For international media, LCI created a series of packages and pitches that catered to international travelers.
To expand awareness of the family-owned business, LCI sought out media opportunities to showcase the history of the family and hotel.