CHALLENGE
Conrad Hotels & Resorts is one of Hilton Worldwide’s premier global luxury brands providing guests with access to global gateway cities and exclusive destinations throughout Asia, Europe, Africa, and the Americas. Although they had incredible brand recognition in Asia, Europe, and the Middle East, the Conrad name was not well known to Americans.
As one of four Conrad properties in the U.S., Conrad Miami opened in 2004, catering to the global business traveler since it is perfectly situated in the heart of the city’s financial district. Celebrating its tenth anniversary successfully serving Miami’s financial district, Conrad Miami was looking to increase brand awareness locally and attract the very lucrative South Florida market to their spa, restaurant and bar.
Brickell was changing. Young professionals and commercial businesses poured into Miami's hottest, new neighborhood. Residential high-rises dotted the skyline and Biscayne Bay while the rental rates skyrocketed. With a continuous flow of commercial construction, international businesses agree Brickell was becoming a major financial hub in the U.S. With an affluent crowd and a happening social scene, Brickell became home to the hottest new restaurants, bars, lounges and entertainment spots in the city.
How can this luxury business hotel achieve name recognition and attract this high-net worth clientele while also catering to its international business market?
STRATEGY
The Conroy Martinez Group conceived a creative concept that not only aligned with the Conrad corporate brand pillars, but achieved their goals of targeting this new demographic.
One of the Conrad brand’s corporate initiatives is “Infinite Connections” – to connect their guests with the unique destinations, authentic experiences and local culture. Miami is a cultural melting pot. The hotel was excited to see the burgeoning local art scene, especially in the adjacent and hip Wynwood and Design District.
The agency devised a year-long program called the Culture Series at Conrad Miami, aimed to empower the local Miami’s art scene through a series of events and programs hosted by the hotel. The campaign kicked off during the popular Art Basel season and continued throughout 2015.
- Art Basel Celebration: Conrad Miami Salutes the Cultural Champions
The Agency was looking for a way for their luxury hotel client to capitalize on this one-of-a-kind opportunity when the global spotlight and international glitterati descend on Miami Beach to attend the glamorous art fair known as Art Basel. The agency created the concept to have a luncheon honoring those champions and pioneers at the forefront of Miami’s art and cultural scene who deserve appreciation for helping to make this a world-class cultural destination. It was time for Miami to Get Their Basel Going. Strategically set on the Monday before Art Basel, the kick-off luncheon and reception brought together the ‘Who’s Who’ of the Miami art scene. A huge success, the general manager of the hotel said, “The event carved a valuable presence for our hotel and positioned Conrad Miami at a time when there is so much competition for attention and so many competing media events happening all over town. This idea and event led to new exposure and more business for the hotel.” - Conrad Miami Presents DASH on 23rd
To support the DASH program which is funded by the de la Cruz family and the Knight Foundation, two important players in Miami, Conrad Miami partnered with DASH for an unveiling of “DASH ON 23rd”. Right before the school year began, more than 80 guests gathered on Conrad Miami’s 25th floor for the exhibition of works created by the students and inspired by their program in New York City. Students, faculty, alumni, and benefactors purchased artwork which was sold at $50 apiece to raise funds for the student’s 2016 summer program. The event was such a success, DASH wants to continue its partnership with Conrad Miami, recognizing their valuable support to the community. - Conrad Miami’s Art Exhibit with the Pope’s Niece
Conrad Miami showcases local artists with a rotating art exhibit on the 25th floor. The hotel was recently set to debut the artwork of a very famous person – the Pope. The Pope’s niece, Cristina Bergoglio, has artwork in museums and collections around the world, and now, Conrad Miami was one of them.
RESULTS
In its first year, the Culture Series at Conrad Miami attracted high-profile civic, business and community leaders, including government officials, gallery owners, museum directors, artists, curators, and more to the hotel to experience Conrad Miami and the brand’s philosophy of service which permeates the property, from the extraordinary cuisine of Atrio and personalized therapies of The Spa, to the modern conference facilities and rooftop pool area.
The agency pitched each of the events in themselves and received an overwhelming response from top-tier media including The Associated Press, CNN, Complex, Local 10 WPLG (ABC), The Miami Herald, Christian Post, Miami Art Scene and many more.
It created a valuable presence for the hotel and positioned the brand as one of the leaders in the art community to this important audience.