In 2014, Marriott opened the AC Hotel in New Orleans, the first stateside venture for the concept, catered toward millennials and hip travelers. The hotel opened in the historic Cotton Exchange building downtown, following a $12 million renovation.
Three years later, it was forced to close its guestrooms temporarily due to a latent construction issue. The AC Hotel New Orleans recruited DEVENEY to reintroduce the hotel to the local market. We focused our efforts on reputation management and raising awareness and relevancy of the property amid a hotel boom in New Orleans.
To achieve this, DEVENEY provided social media and public relations support to reinforce AC Hotel’s trademark style, while mindfully fusing in the New Orleans bravura guests come to expect as they visit the famed city.
DEVENEY conducted extensive research on AC Hotel New Orleans as a brand, and explored the presence and efforts being executed by competitors in the area. From the Marriott issued “Social Media Playbook,” DEVENEY was able to glean many insights into the AC Hotel’s global brand position, as well as their preferred portrayal to social media audiences. Through both our research and through the guidance of Marriott, we knew the target audiences to be:
From there, we outlined the following objectives:
Our relationship with the AC Hotel New Orleans ran from November 2017 to March 2018. In this time, we executed a variety of tactics to reach our goal of raising awareness of the property.
Public relations efforts included the following:
Digital efforts included the following:
During DEVENEY’s five-month execution of the reopening campaign, AC Hotel New Orleans received a significant increase in reach and impressions across traditional and digital platforms. The results of the campaign are as follows: