RoomMate Hotels - U.S. Brand Awareness

Story

Room Mate is a boutique hotel chain based in Spain, with locations throughout Europe, North America, and South America. With names such as Grace, Valentina, Waldorf and Carlos, the hotel aims to make guests feel like they are staying with friends, or Room Mates. Targeting young, international travelers, the affordable chain is known for its trendiness, modern design, and city-centric locations.

While better known in other parts of the world, Room Mate had little recognition among U.S. Hispanic and general market consumers. Looking to change this, the brand hired Havas FORMULATIN to develop a program that would increase brand awareness via its two key U.S. properties: Room Mate Grace in New York and Waldorf in Miami.

Tactics

  • Generate awareness and coverage of the brand through extensive media relations outreach
  • Orchestrate promotions with key media outlets in which readers had the chance to win a stay at one of the Room Mate properties
  • Position Room Mate Grace, and particularly its indoor pool, as a key location to host photo shoots in order to gain recognition among trendy and  fashionable audiences
  • Connect with young consumers on social media through a Twitter event featuring Spain’s DJ Wally spinning live from Waldorf hotel

Results

  • Generated more than 400 placements in key publications such as USAToday.com, Univision.com, Huffington Post, Time Out New York, Boston Globe, Chicago Tribune, Miami Herald, Washington Post and Urban Daddy
  • Garnered 180 million impressions and nearly $1.5 million in ad value equivalency
  • Conducted giveaway promotions with national outlets, including Woman’s Day and American Way
  • Hosted photo and video shoots at Room Mate Grace for MTV, Hombre Magazine and YRB, which helped the brand gain notoriety among U.S. consumers
  • Approximately 500 consumers joined DJ Wally’s Twitcam event at Waldorf, which generated 6 million impressions via Twitter chatter

Havas FORMULATIN

New York
200 Hudson, 7th Floor
New York
NY
10013
212.219.0321
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.578.7050
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.640.6800

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