The Situation

Hotel developer and operator, Skye Hospitality was opening its ninth hotel in the Baltimore area and they needed to create buzz in the marketplace for their new property.  In the past, they had invited hundreds to their openings.  Large lobbies full of dignitaries, elected officials and VIPs enjoyed live music, entertainment, food and drinks.  But, this hotel had a small lobby and filling rooms as quickly as possible was a priority.  The client still needed the buzz factor but couldn’t throw a big lavish party.  What to do?

The Solution

An event to celebrate the Grand Opening was created and targeted only to key prospects which made them feel like VIPs.  A unique invitation was mailed to key travel agents, select corporate travel planners and likely referral sources.  The invitation, while arriving in a brightly colored #10 envelope featured a simple rack card with a unique scratch-off circle.  Attendees brought their invitation to the hotel and visited the Scratch Booth where they would scratch the circle and reveal their prize.

shoe string marketing
The Results

The invitations pulled in over 100 qualified prospects who all won at least a night’s stay at the property, thus creating solid good will and lots of buzz.  The hotel staff was able to meet, face-to-face, each prospect and take them on a personal tour of the property which provided the opportunity to share the unique features and benefits of the TownePlace Suites property.  Immediate connections and sales were made.