Sales & Marketing Services - Success Stories

The Paramount Hotel New York - Public Relations -- 2004 - 2006

"The HVS team was actually an extension of the Paramount's sales team. They understand that the bottom line is driving revenue, so a positive ROI on media impressions was continuously their focus during our two-year relationship. The added value was that they are seasoned hospitality consultants, and by the very nature of what HVS does as a company, the PR team brought HVS' broad knowledge of the industry with them. They truly understood the challenges a Director of Sales and Marketing faces on a daily basis, which made it a win-win situation for everyone!"

Anthony Amendola,
Director of Marketing,
Paramount Hotel New York

Project
The Paramount Hotel New York, with 597 guest rooms, is located in the busy Times Square section of Manhattan, and managed by Lifestar Hotels, LLC, a joint venture between Sol Melia Hotels & Resorts (one of the world's largest hotel companies) and the Rank Group, owner of the Hard Rock brand. Management engaged HVS Sales & Marketing Services to garner publicity and editorial coverage in the New York and Mid Atlantic regions in order to sell room nights and increase sales in the Food & Beverage departments.

The HVS Assignment
In order to obtain coverage in the above-mentioned markets – a crowded field – our messaging had to be creative. Some of the topics we promoted included: "The Cooler the Temperature, the Hotter the Deal At Paramount Hotel;" "Beat the Heat;" "Let The Paramount Hotel NY Put Free Gas in Your Car;" "Times Square's Paramount Bar Unveils Top Five Cocktails;" "Coconut Banana Bread Pudding Always The Favorite At Mezzanine Restaurant;" "Paramount Hotel Presents 'Best of Broadway' Package;" "Billy Crystal's Smash Hit, '700 Sundays' Package at Paramount Hotel," and "'Tis The Season at Paramount Hotel NY With Custom Holiday Packages."

Our PR efforts also included partnerships with such organizations as American Express and Macy's, and promotions targeted to the travel agency market and corporate travel planners, government employees, frequent travelers, and international travelers in the UK and Spain. HVS developed, wrote and distributed a monthly e-newsletter to the Paramount's guest list, and wrote advertising and promotional copy upon request. We also worked with NYC & Co (CVB), arranged interviews for the general manager on nationally broadcast travel programs, and scheduled meals with prolific travel and food journalists at the on-site restaurant.

Results
Our activities generated publicity in such widely read outlets and websites as the New York Post, New York Daily News, Washington Post, MSNBC.com, Newsweek, Travel & Leisure, Wall Street Journal, Business Traveler, Incentive Magazine and Budget Traveler. The hotel and general manager were also featured on the local CBS TV Evening News for its gasoline promotion. In fact, media placements resulted in a new awareness for the Paramount as the hotel with lots of fun and creative promotions, and encouraged the hotel to utilize our services for more than two years, until May 2006 – instead of the three months that we were originally hired for!