Rebrand the Milford Plaza as the newly renovated Row NYC hotel in the heart of Times Square in New York City. Appeal to a more “chic” and world-savvy clientele with a higher socio-economic demographic.
LINKS launched an extensive, advertising campaign throughout the United States, Europe and Latin America with model Lizzy Jagger (daughter of Rolling Stones’ front man Mick Jagger) as the face of the brand. The campaign utilized high-profile beauty, business, travel and lifestyle publications on a global-scale, such as Forbes, GQ, Harper’s Bazaar, Tattler and Glamour, with a mix of both regional US and European and Latin American editions of the same publications. The local NYC campaign was enforced with premium advertising in New York Mag and a series of three, massive billboards in the heart of Times Square. The print and out of home campaigns were also reinforced by a strong digital campaign that incorporated Facebook advertising, display network advertising and Pandora radio to add continuity and mass exposure to the campaign. The entire campaign was complemented by a very strong added value component that added additional exposure to the campaign, at no cost to Row NYC, through: editorial support, email marketing, bonus online impressions, blog posts, social media support and various giveaway campaigns activated globally to increase brand recognition and Facebook followers for the brand.
Through a multi-platform, integrated advertising and marketing campaign, LINKS helped rebrand Row NYC globally to a clientele with a higher economic profile. Furthermore, there was an increase in bookings and brand recognition following the hotel’s time of renovation.