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Embassy Suites Hotels
In February of 2005, Embassy Suites Hotels, the leader in the all-suite hotel category, launched its EmbassyDirect Registration Kiosk. Embassy Suites was the first hotel brand to install self-service check-in kiosks in all of its properties. Ruder Finn was in charge of publicizing this industry first to business and hospitality trade media.
Ruder Finn designed a program for the launch that targeted top business broadcast and print media, as well as top hospitality trade media. It was determined that a nuts and bolts media relations strategy was the best way to spread the news about this industry first. A press release was written explaining the concept, rollout and focused on being the first hotel brand to outfit all hotels with the check-in kiosk. This was distributed to producers, editors and industry writers. A media alert was written and sent to major broadcast outlets around the country offering interviews with a top executive, along with b-roll footage of the kiosk.
OBJECTIVES
- Position Embassy Suites Hotels as a hospitality leader through the launch and rollout of the industry's first brand-wide check-in kiosk.
- Brands the brand's innovative thinking by highlighting the IBM partnership in the kiosk development and creation.
- Generate top-tier media interest.
- Communicate Embassy Suites Hotels as the first brand to rollout check-in kiosks brand-wide.
RESULTS
- Ruder Finn secured placements in top print media around the country including The New York Times, Chicago Tribune, USA Today, The Detroit News, The Arizona Republic and Financial Times.
- Ruder Finn secured onsite interview for Embassy Suites executive with Ed Crane from CBS Marketwatch, which aired on CBS, April 14, 2005, highlighting the kiosks' capabilities and Embassy Suites as first to roll-out at all brand properties.
- Ruder Finn's media outreach garnered more than 50 million impressions to date, with placements including the above mentioned as well as Hotels Magazine, Hotel Business, Hotel Interactive, Commercial Property News and Hospitality Net.
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