The InterContinental Milwaukee Hotel, a Marcus Hotels and Resorts property, planned to launch their Pink Room Project summer 2010. The concept of the two guest rooms was designed under the direction of hotel employees seeking to fight breast cancer by supporting the organization, ABCD: After Breast Cancer Diagnosis.
In June 2010, Comet was retained to develop a public relations strategy and implementation plan that would result in community and media awareness of the guest rooms. The awareness campaign was to be kicked-off following a media pitching campaign at an invite-only launch event for members of the media, Marcus Hotels and Resorts staff and ABCD leaders.
Key to achieving our goal was to write a rich, social-media enabled press release, capture video and picture content both prior to, during and after the event as part of our strategy to earn national, local and industry media coverage. Given the limited amount of time before the event and the number of people involved, Comet strategized and implemented a plan that required a high-level of coordination both on the agency-side and with the InterContinental management/employees, local organizations, artists, and designers involved in the project. We also worked to ensure the delicate balance of the Pink Room Project story. It needed to be perceived as a project aimed at genuinely supporting the ABCD organization and not just another hotel’s campaign for publicity.
Comet developed a PR plan that began with members of the Comet team capturing social media-and-PR friendly pictures of the pink rooms and in-depth video interviews of the InterContinental employees and ABCD (portion of each rooms’ proceeds will benefit ABCD) representatives involved in the project.
We worked to tell a PR story that both compliments the brand and provides the media with incentive to pick up the story. Comet composed a press release that was true to InterContinental’s brand and demonstrated the integrity of the Pink Room Project and all those involved with this strategy in mind. Comet worked to develop a variety of story angles for local, national, and industry publications/media.
Comet was able to secure Pink Room Project media coverage in many local, industry and even national publications including over a two-month period:
Due to the amount, quality and variety of coverage, Comet’s Pink Room campaign won the InterContinental Hotel PR Campaign of the Year award for all the Marcus Hotels and Resorts.
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