Opening of Hotel Fauchère, Milford, PA
Situational Analysis:
We were tasked with launching the new Hotel Fauchère—a 16 room luxury property in Milford, PA. Since its opening in 1852, Milford’s Hotel Fauchère was both the social center of this early American resort community as well as a magnet for the rich and famous from the world over. The Fauchère attracted presidents and statesmen, stars of stage and screen and other celebrated persons until its closing in 1976. Since then, the classic Italianate structure sat a deteriorating reminder of a glorious past, awaiting an uncertain future. In the summer of 2006, the Fauchère was poised to reclaim its position as the regional epicenter of hospitality and fine dining.
Creative Tactic:
The agency strategically pitched the new Hotel Fauchère to the top-tier magazines and newspapers read by the hotel’s upscale target audience, catering to the niche markets of design, gay & lesbian, food & beverage and leisure travel.
While appealing to the previously mentioned niche markets, we were also careful to recognize the value of widespread name recognition among the public at large. We were able to pitch, secure an interview and properly position the Fauchère in an Associated Press piece on the popularity of guys getaways. The hotel was credited with being at the forefront of the trend beginning in 1852 when groups of men would visit the property for canoeing and hunting trips and continuing to appeal to male travelers in its latest incarnation with modern luxury amenities.
Results:
Hotel Fauchère was featured in numerous outlets read by our target audience. These include: the Associated Press, Travel + Leisure, Conde Nast Traveler, Women’s Wear Daily, Nota Bene, MetroSource, Out Traveler, Genre, DailyCandy.com, The New York Daily News, The New York Post, Pittsburgh Post-Gazette, Newsday and many more.
Additionally, the hotel enjoyed further attention when we arranged for Emmy award-wining writer and producer Peter Greenberg to broadcast his nationally syndicated radio show live from the Fauchère, which led directly to the hotel being featured on the Today Show. The agency also secured coveted spots for the new hotel on both Travel +Leisure’s “2007 It List” and Conde Nast Traveler’s “2007 Hot List” (U.S. and UK).
The PR campaign to open Hotel Fauchère had no costs associated with it beyond the agency retainer. Ad value for placements totaled approximately $500,000 and a PR value exceeding 1.5 million. Within 24 hours of securing coverage for the property on the high-impact taste making website DailyCandy.com, the Fauchère booked 48 room nights…a major coup for the 16-room hotel! The client was elated as this major placement more than sold out weekends through the important fall season.
The ROI for this campaign is 33:1.
