HSMAI’s 2019 Adrian Awards competition is now open and accepting entries through Aug. 22 — honoring creativity and innovation in hospitality advertising, digital marketing, and public relations. Take some inspiration from one of last year’s Platinum winners: The Plaza Hotel, whose “Home Alone 2: 25th Anniversary” was honored in the Public Relations/PR Campaign/Marketing Program – Consumer category. (View all of last year’s Adrian-winning submissions here.)
BACKGROUND: Building off the success of the hit 1992 movie Home Alone 2: Lost in New York, which was celebrating its 25th anniversary, the Plaza Hotel, where much of the film takes place, partnered with 20th Century Fox to bring the film to life. The property created a variety of offerings for the public to “Live Like Kevin,” using the motto “Children’s Fantasy Never Fades.”
CAMPAIGN: The Plaza created several experiences, including a hotel room package, an interactive photo experience, and a ’90s throwback menu. The room package came complete with Home Alone 2–branded items, a collector’s item paint can, in-room over-the-top sundae, and the opportunity to upgrade for a four-hour stretch limo ride with a full cheese pizza and tours of the stops that Macaulay Culkin’s Kevin makes in the movie, while the menu included upscale versions of household favorites from the year the movie come out, including “Todd Pockets,” “luxeables,” and Zima-, Capri Sun–, and Sunny D–inspired cocktails. The photo experience cost $16 dollars and was available for the general public as well as hotel guests, putting fans in scenes from the movie and making the photos available for immediate mobile download. The target audience for the promotion was mainly young families and Millennials who grew up loving the film.
RESULTS: The program exceeded expectations, with more than 450 room packages selling, resulting in more than $500,000 in revenue. The ’90s-themed menu brought in another spike in revenue, and the photo experience generated an additional $70,000. Even Manchester United made reservations for the team to experience the promotion. More than 125 domestic and 75 international press pieces covered the promotion in broadcast, digital, print, and radio media.