2. Brief
The B2C effort for this hotel located in Miami Beach began one year in advance of
the opening, in spring 2009. Following a total renovation, an aggressive
campaign was initiated to differentiate the product in a sea of hotel competition
given other new openings in Miami Beach. The hotel architecturally was unique
from its neighbors with a Florida Georgian facade. Using that as a base, we
embarked to communicate how the Betsy stood apart from its competitors.
Tactics
• Acted as the hotel’s interim Sales and Marketing Director during its first year
of opening to guide the hotel through the launch process, targeting travel
agents, local businesses, and global press while also hosting events.
• Liaising with the design team throughout the construction phase of the
project, we developed a profile for each venue (guest rooms, lobby, B Bar,
roof deck, and restaurant), prior to the interiors being unveiled. We staggered
stories throughout the pre-opening and post-opening phases of the venues
to maximize earned media placement opportunities and communicate the
brand.
• Facilitated photo shoots throughout the hotel’s branding process.
• Sourced brand-aligning marketing partners and liquor sponsors for events to
build and support the lifestyle story of the hotel.
• Provided consultancy on the website, aided in list development, and created
newsletters to assist in building the hotel’s CRM program.
Results
Press coverage during the first two years is valued over $2.2 million with over 300
million impressions.
The hotel received attention by Conde Nast, named to the Hot List in the US, UK,
Italy and Spain editions.
Four years into the project, the media attention didn’t wan, and the hotel’s service,
philanthropic efforts, arts and culture programs, spa, and writer’s room would
continue to generate interest locally and within international publications.
Upon placement in the Wall Street Journal, the hotel’s ADR increased to be
competitive with the high-end branded hotel market.
B Bar was acknowledged as “The Best Thing to Happen in South Beach in 2009”
on Thrillist and “Best of Southern Speakeasies” from Southern Living Magazine in
2010.
A partnership was cultivated with Illy cafe who was supporting artist Amrita Sen,
leading to an event published in Artinfo as the hottest music event during Art
Basel 2011.
THE BETSY | CASE STUDY
The Betsy South Beach
Location: Miami Beach, FL, USA
Opened: 2010
Description: Independently owned, luxury
hotel located on Ocean Drive with 63 guest
rooms devoted to developing programs
that support arts, culture, and literature.
