$10,000 Martini on the Rock
Won HSMAI Best of Show and Platinum Awards
Print Coverage
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Television Coverage
Situational Analysis
Having completed a $4-million renovation, the legendary Algonquin Hotel was poised to re-establish itself, having enjoyed fame during the reign of the Round Table, when actresses and playwrights gathered for discussions and dirty martinis.
Creative Tactic
Capitalizing on the hotel’s history with the martini, Quinn & Co. Public Relations proposed a special-occasion $10,000 martini. The Martini on the Rock would include a surprise in the “ice” – a diamond selected by the patron upon meeting with the hotel’s preferred jeweler.
Results
Martini on the Rock (MOR) was covered by over 400 broadcast segments, including Letterman, Regis & Kelly, Good Morning America and NPR. Los Angeles Times and New York Daily News ran features on The Algonquin, highlighting MOR and it became the MOST E-MAILED story on CNN.com.
A week later, the hotel had the first purchase of MOR. Quinn & Co. secured the cover of the New York Daily News, as well as a live call-in for the couple on The Tony Danza Show and a live interview on Fox News Live! Coverage continued with Bride’s, Vogue en Espanol, Cosmo, “Ellen,” Univision, Food Network, etc.
Aside from a level of name recognition the property hasn’t enjoyed since its heyday, bar business was up $7,000 the Sunday after the story broke, compared to the same time the year before. The GM reported that the bar had its best night in the history of the hotel – a milestone he credits to the success of the MOR travel PR campaign. The hotel’s Web traffic, which was approx. 1500 hits the month before MOR, reached 11,000 hits in the 48 hours after the launch.
Martini on the Rock was featured as a question in the latest edition of Trivial Pursuit Pop Culture II.
Budget
Under $500.
