Scoring a write-up in a major travel magazine can be a difficult task, even if you’re a boutique hotel.
Many media don’t cover hotels, preferring destination- or activity-related stories. But Andaz Hotels
, an 11-property brand under the Hyatt Hotels flag, won coverage in top-tier outlets such as Travel + Leisure, Condé Nast Traveler
, “The Today Show,” CBS’s “The Couch,” Zagat, and HotelChatter.
It did that by shining the spotlight not on itself, but on its partnership with Women for Women International (WfWI), which provides skills training and income for Iraqi women who make special laundry bags for Andaz hotels around the world. Andaz claimed the top spot in the Best Cause-Related Marketing category of Ragan’s 2014 PR Daily Awards.
The agency M Booth
and Andaz produced the Andaz Holiday Bazaar, bringing together Andaz, consumers from across the country, local artists, and WfWI to transform a holiday tradition in the real world into the virtual world. The bazaar featured items from artists, influencers, and designers from around the world.
The bazaar was hosted as a special pop-up store on Joyus.com over the holiday period—with all proceeds from the sale of the items going directly to Women for Women International.
There was also a launch event and real-life bazaar at Andaz 5th Avenue in New York, allowing media to check out products from each of the Andaz markets, including Maui, Liverpool Street, Shanghai, Savannah, and Napa. Reporters also mingled with the artists in attendance.
Publications in attendance included Condé Nast Traveler, Travel + Leisure, Food and Wine
, iVillage, Epicurious, The Nibble
, and The Wall Street Journal
. The campaign generated nearly 26 million media impressions, securing extensive top-tier coverage of the program—and bringing shoppers to the site. All proceeds from the sale of the items went directly to Women for Women International.
Contributing to the campaign were Andaz’s Jamie Rothfeld, Megan Eakins, and Marisa Giuntoli, and M Booth’s Lauren Swartz, Frani Lieberman, Jessica Slevin, Eloise Andrews, and Caitlin Teahan.
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