Metamorphosis of the Novotel New York Times Square.

Case studies are a new feature to Naked Hospitality. Each is designed to illustrate how our approach to strategic market planning resulted in meaningful ROI for clients, such as this one outlining our international award-winning renovation campaign for the Novotel New York Times Square.

Novotel Meta Billboards

CHALLENGE

In late 2012, the Novotel New York Times Square began a top-to-bottom $115 million renovation. While many hoteliers would choose to close for part or all of a renovation of this magnitude, ownership opted to remain open and fully operational throughout the two year duration. Not only did they choose to remain open, they wanted to begin communicating the changes to prospective guests and strategic partners with the goal of maintaining positive revenue and social presence. Knowing the task before them was formidable, ownership and the management team of Novotel New York Times Square turned to JFHC for guidance on messaging the renovation.

SOLUTION

In our industry the term “renovation” often translates to “fresh paint and new soft goods,” but Novotel New York Times Square was embarking on a true transformation. Through our strategic market planning process we identified the concept and our inspiration for the hotel’s renovation messaging—Metamorphosis. As well, we identified the target audience for this message as the hotel’s past guests, leisure and business travelers interested in New York City, ACCOR loyalty program members, key travel agents, and the local area in and around Times Square.

To reach this audience the Metamorphosis campaign incorporated a mix of traditional, in-hotel and digital marketing channels. A single informational microsite, www.novotelmetamorphosis.com, was crafted to communicate the renovation and included full architectural renderings of the hotel’s exterior and interior spaces, and press releases. Furthermore, in an effort to thwart negative online chatter around the construction and noise associated with the transformation, the site connected to renovation social media pages [Twitter and Facebook] which shared ongoing updates and controlled the conversation in a positive way.

Channels leading to this Novotel New York Times Square microsite with the Metamorphosis message included:
– Multiple double-unit billboards on Times Square
– Emails to past guests, ACCOR loyalty program members and travel agents
– A lenticular direct mail piece which transitioned from a chrysalis to a butterfly when viewed
– Large floor decals in the lobby and elevator banks
– Wall paper signage affixed to the construction walls in the public areas
– Electronic presentations running on the hotel elevator monitors
– In-room collateral

Novotel Meta WallNovotel Meta Floor Decal2

RESULTS

The microsite enjoyed over 8 million unique visitors, while ADR increased $18, RevPAR increased $63, and the campaign earned an estimated ROI of 34:1 and was awarded two gold and one Adrian Award from the Hospitality Sales & Marketing Association International.

What’s more, the social conversation remained positive throughout the renovation with in-house complaints few and far between.

We call that a major win!

This entry was posted on Friday, April 29th, 2016 at 2:04 pm and is filed under Case Studies . You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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