Opening Year of Aliz Hotel Times Square

Overview & Challenge

Upon the opening of the flagship property of Aliz Hotel Times Square, the independent boutique brand needed to be introduced to the world across the media landscape. With a robust media relations program, we aimed to highlight the hotel’s central location and one-of-a-kind offerings, including the city’s highest open-air rooftop bar and lounge, a complimentary Peloton studio, pet-friendly accommodations, locally sourced toiletries, and more. Additionally, in order to boost the hotel’s social media following and overall awareness, CIIC launched an influencer campaign partnering with lifestyle and travel personalities to personify the vibe of the hotel. 

Strategy

To meet our goals, CIIC enlisted the chic Vancouver-based Laura Reid and Meagan Faye for their active presence and engaged audiences on Instagram and YouTube. Though a mutually beneficial agreement, the pair stayed at Aliz while in New York for the Victoria’s Secret Fashion Show, resulting in multiple Instagram posts and over 650,000 social media impressions. A commercial video and professional photos were shot and edited to highlight the hotel’s amenities and ambiance that are currently welcoming guests to the Aliz website. 

Both Laura and Meagan brought Aliz to life online and highlighted the property for potential guests as well as future influencer relations.

For our media relations, we positioned the hotel’s unique amenities with targeted pitching and offered individual press trips to contacts with a niche. For example, to promote the city’s highest open-air bar & lounge Dear Irving on Hudson, we targeted F&B and local outlets, who would be interested in the bar’s chic mixology and status as the city’s newest rooftop bar destination, resulting in multiple dedicated features including Forbes. In highlighting the hotel’s onsite Peloton Studio, a 24-hour studio where guests can ride a state-of-the-art Peloton bike, we pitched wellness and lifestyle writers, resulting in a Prevention print roundup feature as one of the best wellness hotels, an inclusion also disseminated on the magazine’s website and sister publication Good Housekeeping’s website.

Less than a year after opening, we pitched Aliz Hotel to Travel + Leisure’s World’s Best Awards. In July 2019, Aliz Hotel was included in Travel + Leisure’s World’s Best Awards as one of the Top 15 Hotels in New York City.

Results

350 million+ Impressions from Secured Coverage

$700,000+ Estimated Editorial Value

1 Commercial Video

4+ Tagged Instagram Stories

5+ Tagged Instagram Posts

10+ Professional Images

39,125+ Likes

546+ Comments

650,000+ Impressions