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Hollywood Hotel: Leveraging Location, History and Renovation News to Reposition Property

Hollywood Hotel: Leveraging Location, History and Renovation News to Reposition Property

Goal:  Reposition Hollywood Hotel as a more upscale hotel due to a multi-million dollar renovation, East Hollywood development and historic nature of the property.   Challenge:  Completely new and renovated hotels in the area have stolen marketshare from Hollywood Hotel and may continue to do so until the hotel’s renovation is complete.   Strategies/Tactics:  Because the hotel’s renovation is ongoing, RPR targeted lifestyle media and influencers vs. traditional travel reviewers to experience the hotel and Route 66. Social posts, especially via stunning photography and video from digital influencers and celebrities, caught the attention of other digital lifestyle influencers and the campaign has grown exponentially over the past four years. The number of requests to stay has grown an average of 50 percent YOY.   Results:  The hotel continues to enjoy high occupancy, with many direct referrals to the hotel’s website from blogs and stories RPR coordinated.

Goal: Reposition Hollywood Hotel as a more upscale hotel due to a multi-million dollar renovation, East Hollywood development and historic nature of the property.

Challenge: Completely new and renovated hotels in the area have stolen marketshare from Hollywood Hotel and may continue to do so until the hotel’s renovation is complete.

Strategies/Tactics: Because the hotel’s renovation is ongoing, RPR targeted lifestyle media and influencers vs. traditional travel reviewers to experience the hotel and Route 66. Social posts, especially via stunning photography and video from digital influencers and celebrities, caught the attention of other digital lifestyle influencers and the campaign has grown exponentially over the past four years. The number of requests to stay has grown an average of 50 percent YOY.

Results: The hotel continues to enjoy high occupancy, with many direct referrals to the hotel’s website from blogs and stories RPR coordinated.