THE OPPORTUNITY: To mitigate The Mayflower hotel’s “adult” image with a promotion that appeals to families with children.

THE APPROACH: Ad 1 Partners managed this six-month effort from concept through completion. Once we sparked the idea, we worked to bring together the hotel and the nation’s largest private Web site for young girls to promote a girlpower contest that culminated with a family friendly party.

THE RESULTS: Multi-month online presence via partner Web site that received 6 million hits per month. Multiple news releases through blanket and targeted services with a total reach of 8,300 media outlets. Coverage in top D.C. newspapers, television and radio stations. Total PR value: $159,000.

 

FAMILIES AT THE MAYFLOWER • CALLING ALL GIRLS (WHO DREAM BIG)