Hotel BPM

Overview & Challenge

CIIC was charged with the task to create awareness and build hype for Hotel BPM, a musically inspired boutique hotel being launched by hip-hop deejay DJ BIJAL in the up-and-coming Brooklyn neighborhood of Sunset Park and to do so without a firm opening date, any photography or rate information, and in an already packed landscape of new openings in New York City.  Furthermore, CIIC was expected to sustain buzz and build momentum for the opening for more than a year, and throughout several opening delays.  

Strategy

Key Initiatives

  • Executive Interviews with ‘new breed’ hotelier
  • “Sneak Peek” press events
  • Online initiatives to chronicle progress of development
  • Official ribbon cutting ceremony with Brooklyn Borough President Marty Markowitz

With more than a year of lead time before the opening of the hotel, and no press materials to help promote the property, CIIC first keenly identified a trend developing: namely, that Hotel BPM was one of a handful of boutique properties being launched in the borough of Brooklyn, but arguably the most original and unique of the bunch.  

Results

The campaign coverage included articles in The New York Times, The Wall Street Journal, New York Magazine, Condé Nast Traveler, Departures and Time Magazine, all before opening.

 Following the September 2012 ribbon cutting ceremony and grand opening, the team secured another article in The New York Times and broadcast coverage on News 12 Long Island and Hudson Valley, and on NY1. 

 In all, CIIC’s Hotel BPM PR campaign has garnered 160 feature stories, for a total of 144,561,941 media impressions and nearly 1.8 million in advertising value to date.  And, during the month of November, occupancy reached nearly 90 percent.