Rosen Hotels & Resorts
Rosen Runway Campaign
Putting a 50-Year Anniversary En Vogue
Brand Strategy, Integrated Marketing Campaign
We positioned Rosen Hotels & Resorts as a bold brand that isn’t afraid to stand out amongst their competitors to celebrate their 50th anniversary.
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A MASTERCLASS IN STANDING OUT
To celebrate Rosen Hotels & Resorts significant anniversary milestone of 50th years , we set out to position the brand’s three meeting hotels, Rosen Shingle Creek, Rosen Centre, and Rosen Plaza, in a way that reinforced their modernity and relevance in a competitive marketplace. The existing landscape of meeting planner advertisements was saturated with similar messages and visuals, leaving little room for individual properties to stand out. This “sea of sameness” made it crucial for Rosen Hotels to differentiate themselves in order to solicit proposals from planners with the ultimate goal of holding a meeting at one of Rosen’s properties.
To tackle this challenge, &Barr proposed an innovative campaign: “Rosen Runway.” The idea was to showcase each property as a unique piece of art, utilizing high-fashion photography to create a striking visual narrative juxtaposed against spaces in each hotel. This approach aimed to emphasize the stylish essence of each Rosen property, setting them apart in print and digital advertising spaces and engaging meeting planners in a fresh and unexpected way.
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IF WE BUILD IT…
The campaign involved a six-day high-fashion photo shoot, spanning two days at each of the three Rosen properties. We collaborated with a renowned fashion photographer and adorned models in high-fashion attire, with the pieces meticulously chosen to reflect each property’s distinctive personality. The resulting visuals were bold and completely different from the images you’d expect to see in hotel advertising, and were used in large-scale print ads, digital banners, videos, emails, social media, and web.
But the campaign didn’t stop there. After developing a collection of show-stopping advertisements, we collaborated with the Rosen sales and marketing team to extend the reach of the campaign via a multi-city sales tour, facilitating face-to-face interaction with prospective clients nationwide while surrounded by the beautiful imagery of the Rosen Runway campaign.
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THEY WILL COME
The Rosen Runway campaign was meant to disrupt the industry. That meant creating a bespoke experience. To build anticipation and encourage RSVPs, we sent out oversized custom invitation boxes featuring three museum-quality art prints of photos from the campaign. Planners could respond via a unique website that also allowed them to select a curated, high-fashion takeaway that they would receive at the event.
The events were held in unique art gallery spaces across the nation, kicking off in New York City, Chicago, and Washington, D.C. Photographers were stationed at step-and-repeats in front of each venue, allowing each attendee to have their own runway moment, highlighting how important meeting planners are to Rosen Hotels.
Large-scale Rosen Runway artwork adorned the art galleries used for the events, and a custom oversized “coffee-table” magazine was created to display at the event and in each attendees take-away bag. Fashion spreads from the magazine were the inspiration for short property videos shown during the event, which also featured hotel imagery that showcased the beautiful and functional hotel spaces at the Rosen meeting properties.
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AN UNQUESTIONABLE SUCCESS
The impact of the Rosen Runway campaign was substantial. In the first six months, the campaign achieved a remarkable 177% increase in click-through rate year over year. Additionally, there was a 50% reduction in cost per click, with the properties’ campaigns outperforming platform benchmarks up to 400%. Industry feedback was overwhelmingly positive, affirming the effectiveness of this innovative approach.
Overall, the campaign succeeded in breaking away from conventional advertising formats and reengaging the target audience with a creative and unexpected strategy. Rosen Hotels & Resorts not only celebrated their 50-year legacy but also showcased their readiness for the future, blending timeless elegance with contemporary flair.
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