A STANDOUT LAUNCH IN DENVER

Located in the heart of a booming downtown and just a few blocks from the Colorado Convention Center, the new Hyatt Place and Hyatt House Denver/Downtown was poised to make a big splash in the Mile High City market.

But there was a challenge: the mid-range, dual branded property shared an opening date with a much-hyped airport hotel expansion in the same city, and came on the heels of numerous other development announcements. So TURNER set about ensuring that Hyatt Place and Hyatt House Denver/Downtown’s launch stood out. 

What We Did

With a central location, a competitive pricing point, carefully curated local art and Colorado craft beer on tap, Hyatt Place and Hyatt House Denver/Downtown offered a quintessential Denver experience, so TURNER’s pre-opening public relations efforts focused on trade publications, the local market and a national spotlight.  

• We arranged a sneak peek tour for Ed Sealover, an influential Denver Business Journal writer. We also hosted five local media at the property.

• We secured a partnership with the locally based company, Icelantic Skis, including exclusively commissioned, ski-specific art installations for the hotel, as well as an giveaway for Winter on the Rocks, an annual concert at the world famous Red Rocks Amphitheatre.

• The TURNER team successfully planned and executed a grand opening media event that was strategically timed to showcase the hotels’ incredible location in the city and vantage point for viewing special city-wide events. The team confirmed 15 media, contributing to local and national outlets, to attend the event. 

• We positioned the property as an example of the burgeoning regionalism design movement, where the surrounding local culture is integrated in the hotel design from the ground up.

• We created a signature Colorado Campfire Sour cocktail, using local ingredients and tying in the property’s regionalism design influence, to bring a western flair to the property during the height of the iconic annual Denver Stock Show in January. 

Results

TURNER’s six-month campaign delivered nearly 30 articles, published in a wide range of publications, with impressions climbing to more than 132 million. Highlighting the properties’ downtown centric location, just a couple blocks from the convention center, TURNER secured editorial coverage in group business, industry trade and consumer outlets (local and national). Coverage highlights included a trend-oriented story in The New York Times with a quote from the hotel GM; a feature on the dual-branded property in AFAR; and a feature story with accompanying video sneak peek preview, including an interview with the GM, in the Denver Business Journal among others.