CHALLENGE
Conrad Hotels & Resorts, a Hilton Worldwide premier global luxury brand, provides guests with access to global gateway cities and exclusive destinations throughout Asia, Europe, Africa, and the Americas. Although Conrad 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 catered to the global business traveler, perfectly situated in the heart of the city’s financial district. A stunning skyscraper on concave steel and glass is home to the 250-suite luxury hotel and residences, which commands the attention of Brickell Avenue.
Celebrating its 10th 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, bar and conference facilities.
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. An affluent crowd and a happening social scene made Brickell became home to the hottest new restaurants, bars, lounges and entertainment spots in the city.
How could 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, an expert in travel PR and strategic PR campaigns, conceived a creative concept that aligned with the Conrad corporate brand pillars, achieving their goal of targeting this new demographic and establishing a lasting connection with the community.
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 Districts.
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 through this year.
- Art Basel Celebration: Conrad Miami Salutes the Cultural Champions
The agency created the concept to honor champions and pioneers at the forefront of Miami’s art and cultural scene who deserve appreciation for helping to make Miami a world-class cultural destination. It was time for Miami to Get Their Basel Going. Strategically set on the Monday before Art Basel to kick off the largest art show in the world, the event brought together the ‘Who’s Who’ of the Miami art and culture scene. The Conrad’s general manager told CMG “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. The agency pitched media interviews with the artist, highlighting her exhibit, to national, local, regional and travel media in print, broadcast and online, We received an overwhelming response from top-tier media including The Associated Press, CNN, Complex, Local10 WPLG (ABC), The Miami Herald, Christian Post, Miami Art Scene and more.
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. Our event allowed these guests 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 programs created a valuable presence for the hotel and positioned the brand as one of the leaders in the art community to this important audience. The client and the agency were pleased that the awareness campaign was successful not only locally, but also nationally. The firm specializes in travel PR handling hotels, destinations and attractions for the past two decades.
Combining sophistication, intuitive service and local influences, Conrad Miami continues to exceed its brand promise, delivering authentic discoveries specifically curated for each guest while supporting the local community and fostering cultural connections.