“Overall, Crosby~Volmer has secured more than $5 million in PR value and more than 90 million impressions for Hampton Hotels.“
Hampton Hotels, the world’s most recognizable midscale hospitality chain, boasts more than 1,800 hotels and is the largest brand within the Hilton Worldwide portfolio.
Hampton has a long and storied history within the hospitality industry, but needed a PR partner who could help it differentiate among competitors and expand its reputation as a leading global brand with a particular focus on existing and prospective franchisees. Additionally, Hampton was looking for assistance planning and promotion of its employee-volunteer program, Save-A-Landmark, which helps preserve landmarks across North America by offering hands-on support and a monetary donation for each refurbishment project.
To familiarize hospitality-focused media with the brand domestically and globally, Crosby~Volmer facilitated media tours to give journalists an opportunity to experience Hampton’s offerings firsthand. Reporters were given property tours and one-on-one time with Hampton executives to talk about the brand’s growth and innovation. These trips sparked new media connections and improved existing relationships with top-tier hospitality publications.
In 2011, Hampton earned the No. 1 spot on Entrepreneur magazine’s Franchise 500 list. Crosby~Volmer spearheaded a satellite media tour (SMT) featuring the magazine’s editor to promote the ranking and create buzz among franchisees. Having a third party promote the brand during the SMT enhanced Hampton’s credibility among its target audiences.
Crosby~Volmer also produced more than a dozen Save-A-Landmark volunteer events across the country. Each event showcased the brand’s enthusiastic personality, such as the program’s 50th refurbishment at the Neon Museum in Las Vegas where an Elvis impersonator serenaded more than 20 Hampton volunteers throughout the workday. Photos, fact sheets, press releases and videos were produced for each landmark preservation day, resulting in robust local broadcast, online and print media coverage.
By establishing a stronger relationship with Hampton’s target media, the company’s presence in mainstream and key trade media increased. Articles were written in top niche publications, including HOTELS, Hotel Business, Hotel Management and Lodging. The Entrepreneur SMT alone resulted in 5 million impressions via national and local broadcast stations. Overall, Crosby~Volmer has secured more than $5 million in PR value and more than 90 million impressions since working with the brand.
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