AC Hotel New Orleans Reopening

How DEVENEY used Social Media and PR to support the reopening of the downtown New Orleans hotel

THE CATALYST.

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.

THE GAME PLAN.

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:

  • Adults, 30s-50s
  • Entrepreneurial mindset
  • Minimalistic and self-sufficient
  • Sophisticated travelers
  • Experiential

From there, we outlined the following objectives:

  • OBJECTIVE 1:
    • Position the AC Hotel New Orleans as a must-visit hotel following the renovations
  • OBJECTIVE 2:
    • Increase social media community size and engagement across Facebook, Twitter, and Instagram
  • OBJECTIVE 3:
    • Secure eight media and digital influencers to attend the grand reopening event
  • OBJECTIVE 4:
    • Secure 10 media placements promoting the hotel and reopening in local, regional and trade outlets
  • OBJECTIVE 5:
    • Coordinate overnight stays with five media outlets important to the AC Hotel New Orleans

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:

  • Development of key messages
  • Draft and distribution of press releases announcing the reopening and new general manager
  • Research and identification of young professional organizations for potential partnerships
  • Coordinate hotel as the site of Where Y’at Magazines monthly “Where Y’at Chat” event
  • Conduct outreach to key media to visit and experience the property first-hand

Digital efforts included the following:

  • Daily community management
  • Created meaningful and strategic content that was shared consistently across all AC Hotel social media platforms
  • Executed paid promotion campaigns including a Canvas and Event boosting on Facebook
  • Planned and executed three stylized photo shoots for social media content
  • Identified local and regional influencers and coordinated invites for the grand reopening
  • Provided live social media coverage of grand reopening

THE WORK.

THE RESULTS.

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:

  • OBJECTIVE 1: Position the AC Hotel New Orleans as a must-visit hotel in New Orleans following the renovations
    • Paid efforts were implemented to support content that shared the unique activations and offerings of the hotel as subject matter. With a budget of less than $250, our targeted advertisements reached 20,760 users and garnered 36,446 impressions indicating an increase in overall awareness in the New Orleans area.
  • OBJECTIVE 2: Increase social media community size and engagement across Facebook, Twitter, and Instagram
    • Community size increased by 197 fans, a 3.4% surge
    • Engagement on social media increased 4,830% with 3,451 engagements across the three platform
  • OBJECTIVE 3: Secure eight media and digital influencers to attend the grand reopening event
    • Secured 10 media/digital influencers for the grand reopening, exceeding our goal
    • Had 42 influencer Instagram Story mentions during the reopening party
    • Secured 10 influencer posts in real time on Instagram and Twitter during the reopening party
    • Had over 4,000 engagements on influencer content shared during the reopening party
  • OBJECTIVE 5: Secure 10 media placements promoting the hotel and reopening in local, regional and trade outlets
    • DEVENEY secured 14 placements in traditional media outlets including Hotel.com, Where Y’at Magazine and New Orleans Living
    • 56,674,500 estimated reach with one pending placement in The Daily Meal to come*
  • OBJECTIVE 6: Coordinate overnight stays with five media outlets important to the AC Hotel New Orleans
    • Secured five media outlets to experience the property first-hand, meeting our goal. These visits included:
      • Jimmy Im, Departures, GQ, Travel + Leisure, Passport and more
      • Kenny Lopez, WGNO-TV
      • Dan Myers, The Daily Meal (coverage pending)
      • Greg Morago, The Houston Chronicle
      • Emily Hingle, Where Y’at

Let's take the next steps and

Make It Happen