2017 is a big year for Elmore Public Relations—we’re celebrating our 25th anniversary! For the past 25 years, our agency has been working with numerous clients to help them achieve their goals, or as we say – connecting strategy, expertise and results. Each week we’re highlighting a year of Elmore PR.
Thank you for joining us again as we revisit 25 years of Elmore PR! Last week, we were reminiscing on our time working with some high-flying entertainment clients, including Cirque du Soleil, Ringling Bros. and Barnum & Bailey and many others. We’re now recapping 2006 and our work and fond memories of one of our hospitality clients.
By 2006, our team had outgrown the top floor of our home on West Saulnier and expanded its footprint to both floors. Our workspace wasn’t the only facet of our agency that was expanding. We found ourselves returning to Susan’s hospitality roots when Accor Hotels North America (Accor NA) became a client. Accor had an extensive portfolio, which featured Motel 6 (sold in 2012) and Red Roof Inn (sold in 2007) as well as Sofitel—specifically its Minneapolis, San Francisco, Los Angeles and Miami properties.
Sofitel Hotels and Resorts, a French luxury hotel chain with locations all over the world, contracted Elmore PR to generate media coverage primarily for special events and food and beverage offerings.
One great project involved working with Sofitel San Francisco (now Pullman San Francisco) to promote Bay 223, the hotel’s signature bar and restaurant. The Elmore PR team would identify the appropriate media outlets to pitch, including local and regional outlets. Who doesn’t love working with beautiful and delicious food?
Another facet of our work with Sofitel was helping the hotel chain maximize exposure through the power of collaboration with non-profit partners. Elmore PR would provide input and direction in how to develop meaningful, mutually beneficial relationships with other organizations.
Red Roof Inn
For Red Roof Inn, our scope of work centered on traditional media relations efforts to promote openings and renovations of its locations. Two of our bigger projects in 2006 involved announcing the $2.5 million renovation of their Downtown Washington D.C. property as well as the $1.5 million renovation of its 100th property located in West Palm Beach, Florida.
The renovation of the West Palm Beach property came shortly after Hurricane Wilma had destroyed most of the property’s recently renovated rooms. In light of Wilma, the renovation included new safety features such as the inclusion of hurricane proof window glass that can sustain 140 mile per hour winds. During our time with Red Roof Inn, we secured placements in well-known hospitality publications, including Lodging Hospitality Magazine, Hotel & Motel Management Magazine, Travel Smart Magazine and more.
We covered a variety of projects for Motel 6 during our tenure, but one of the coolest was promoting the brand’s inaugural podcast in late 2005, entitled “Top 6 Reasons to Stay at a Motel during the Holidays.” One of the notable reasons was, “You, not grandma’s poor circulation, controls the temperature.” Podcasts started gaining momentum in late 2004 and Motel 6 was one of the innovator companies to start using this medium as a means of advertising.
Longtime Motel 6 spokesperson and famed author and radio personality, Tom Bodett—most known for his “We’ll leave the light on for you” slogan—was the host of the tongue-in-cheek series. The campaign was developed by The Richards Group, while we participated in the development process and helped promote it through traditional media relations efforts. The podcast earned coverage in the Houston Chronicle, but was also awarded a Silver Adrian Award, which honors those in the hospitality industry for their sales and marketing efforts.
Elmore PR would also research and book various speaking engagements for Accor NA leadership. As a global leader in the hospitality industry, the Accor NA executives had a wealth of insight to share with industry colleagues, and we wanted to help them tap into those opportunities. We would identify the relevant executive and connect him/her with the appropriate audience engagement opportunity at an array of industry events. Elmore PR would also identify national and local reporters and invited them to cover the speaking engagement and interview the executive.
Don’t go away! Next week, we’ll share one of our main keys for successful media relations: milestone-driven strategies. We’ll explore some past examples and the benefits gained.