• Creative Partnerships
• Event Management
• Influencer Relations
• Public Relations

The Dana Agency was tasked with introducing Arlo Hotels’ expansion into Brooklyn through the acquisition and transformation of the former Williamsburg Hotel into Arlo Williamsburg. We were engaged to manage every aspect of the transition’s public rollout—from crafting the brand narrative and managing media relations to positioning the hotel as a design-forward, culturally relevant destination within the Arlo portfolio. The agency was also tasked with generating national press coverage of the acquisition and opening, building sustained buzz in both consumer and trade media, and making an unforgettable impression through a marquee grand opening event that would capture the attention of New York City’s most influential media, tastemakers and cultural voices.

The Dana Agency launched the campaign by announcing the acquisition of The Williamsburg Hotel by Quadrum Global, introducing Arlo Williamsburg as the newest property under the Arlo Hotels brand. To build early excitement, we hosted a media mixer attended by top-tier hospitality reporters and lifestyle influencers, where the refreshed property vision was unveiled. The mixer and media relations push resulted in a multi-page feature in Hotels Magazine, spotlighting the strategic move to bring the Williamsburg property into the Arlo fold.

The Dana Agency worked to position Arlo Williamsburg not only as a lifestyle hotel but also as a cultural and nightlife destination. Messaging was crafted to highlight the hotel’s signature venues—including the vibrant ART Williamsburg rooftop and the iconic Water Tower Bar. These spaces were positioned as both guest amenities and community-facing venues for music, nightlife and creative expression. Editorial angles were developed around both hospitality and nightlife to capture multiple verticals across media.

To drive cultural relevance and impact, The Dana Agency produced a blowout grand opening party attended by over 1,500 guests, including prominent members of the media, influencers, celebrities, and creatives. The event was headlined by 1990s dance music icon Crystal Waters, who delivered a surprise performance of “Gypsy Woman” and “100% Pure Love.” Programming also featured a drag show at the Mirror Bar and a VIP afterparty in the Water Tower, creating a dynamic experience across multiple venues within the hotel.

Celebrity collaborations helped amplify the brand launch. The Dana Agency facilitated editorial photo shoots on property with artists including global DJ duo Sofi Tukker and ballroom icon Honey Balenciaga, capturing visually striking content that tied into Arlo Williamsburg’s cultural positioning. These appearances contributed to editorial coverage and expanded the hotel’s reach across fashion, nightlife and entertainment press verticals.

The Dana Agency’s campaign generated widespread national and regional media coverage. Top-tier placements included features in Forbes, Condé Nast Traveler, Hotels Above Par, PureWow, Hypebeast, Brooklyn Magazine, and a broadcast spotlight on The TODAY Show. The coverage celebrated Arlo Williamsburg as one of the most exciting hospitality openings in New York, emphasizing both its elevated design and its role as a creative hub for events, music, and nightlife.

The grand opening was prominently featured in Page Six, which highlighted the event’s 1,500-guest turnout and Crystal Waters’ electric performance. The hotel also saw significant influencer engagement and content creation across social media, resulting in millions of impressions and real-time buzz that extended the momentum well beyond opening night.

Through a layered, multi-channel strategy combining media outreach, influencer relations, celebrity collaborations, and experiential programming, The Dana Agency delivered a campaign that firmly established Arlo Williamsburg as a dynamic new player in New York’s hospitality and cultural landscape.