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Brand Extension through strategic PR

The Inn At Fox Hollow


The Situation:
Since The Inn At Fox Hollow's opening in 2002, its occupancy has soared...but for how long? How to enable further extension of its successful brand across a broader audience to ensure continued occupancy growth?

Strategy:
With budget very much a factor, they needed a cost effective way to reach a diverse audience of leisure and business travelers. PMG branded The Inn as Long Island's only upscale, extended stay all suite hotel. PMG's strategy extended The Inn's successful position through a comprehensive collateral package, advertising strategy and a targeted publicity effort. The public relations campaign was honed to appeal to all potential audiences -- extended stay guests from Long Island and other areas (primarily retirement communities), business travelers, corporate meeting planners, event planners and the social marketplace.

Tactics:
PMG developed a repository of articles, releases and media pitches on such relevant topics as: The Inn's outstanding service, occupancy growth, new services and amenities, expanded business suites, events, awards, and a feature that covered a day in the life of an extended stay guest. The geographic reach was both local and national, including targeted publications in Long Island, New York City, Florida and California. PMG also positioned The Inn's management team as hospitality experts. All tactics within followed the PMG strategy and reinforced The Inn's brand.

Results:
PMG effectively pitched a variety of articles for hotel industry trade publications, home renovation magazines, corporate planning publications and other consumer media outlets. And the media pickups were astounding! In the first six months of the strategic publicity initiative, eight different articles were placed in over 12 publications. This consistent and increased media exposure contributed to The Inn's 22% occupancy growth since the publicity campaign began.


Based in Melville, Long Island, New York, USA, Progressive Marketing Group, Inc. originated and pioneered the concept of the Strategic Marketing Organization (SMO). Our proprietary strategic solutions are based on Positioning, Messaging and Branding. We design and produce tactical solutions as a means to attain business goals. Our solutions may include advertising, identity and logo development, collateral, newsletters and enewletters, email and direct mail, multimedia, events and exhibits, website design and development, mobile marketing, mobile sites, mobile apps, Flash design and animation, public relations, search engine optimization...and more. To find out how our SMO services can help you reach your business goals and help your bottom line, call PMG at 631-756-7160 or email us at info@pmgstrategic.com.


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