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Hyatt Regency LAX: Repositioning a Destination/Brand as Unquestionably Unairport

Hyatt Regency LAX: Repositioning a Destination/Brand as Unquestionably Unairport

Goals:  Hyatt Regency Los Angeles International Airport embarked on a $75M complete transformation starting in 2015, with a grand opening in 2017. RRP’s objectives were to increase awareness about the renovation while continuing to encourage bookings during the renovation, and implement an aggressive media relations, social media, community relations and partnership campaign once the renovation was complete.   Strategies/Tactics:  RPR developed a multi-tiered strategy and tactical platform: 1) garner as much coverage of the hotel while it was undergoing renovation “long distance” or without media visits and through social media 2) planting “airport hotels going upscale” trend with our renovation announcements 3) reactively accommodating lowered tiered media during the renovation and upon the renovation’s initial completion 4) increasing hotel’s social media footprint and 4) aggressively soliciting media visits, reviews, coverage, trend and lifestyle stories and shoots and planning and implementing group press fams.   Results:  RPR’s campaign, combined with the hotel’s ability to deliver a product and service that exceeds any existing notion of what an “airport hotel” is, resulted from more than 50 media visits that, combined, equaled more than $8M in advertising value and 69M impressions. This includes a cover photo shoot of actress Laura Marano at the hotel in which she did 3 Instagram posts tagging the hotel (her IG handle has 7.5 million followers).

Goals: Hyatt Regency Los Angeles International Airport embarked on a $75M complete transformation starting in 2015, with a grand opening in 2017. RRP’s objectives were to increase awareness about the renovation while continuing to encourage bookings during the renovation, and implement an aggressive media relations, social media, community relations and partnership campaign once the renovation was complete.

Strategies/Tactics: RPR developed a multi-tiered strategy and tactical platform: 1) garner as much coverage of the hotel while it was undergoing renovation “long distance” or without media visits and through social media 2) planting “airport hotels going upscale” trend with our renovation announcements 3) reactively accommodating lowered tiered media during the renovation and upon the renovation’s initial completion 4) increasing hotel’s social media footprint and 4) aggressively soliciting media visits, reviews, coverage, trend and lifestyle stories and shoots and planning and implementing group press fams.

Results: RPR’s campaign, combined with the hotel’s ability to deliver a product and service that exceeds any existing notion of what an “airport hotel” is, resulted from more than 50 media visits that, combined, equaled more than $8M in advertising value and 69M impressions. This includes a cover photo shoot of actress Laura Marano at the hotel in which she did 3 Instagram posts tagging the hotel (her IG handle has 7.5 million followers).