OBJECTIVE: The Dana Agency was tapped by Arlo Hotels to generate mass awareness for its newest property, Arlo Wynwood, ahead of its opening. A growing brand of boutique, community-driven hotels, Arlo wanted to build anticipation and define the brand in front of locals that would frequent its food and beverage outlets, participate in its programming and book staycations. The brand also wanted to generate interest and fill rooms with national and international travelers while setting itself apart from competitors in a saturated hospitality market. Arlo also wanted to engage local businesses as part of its overall goal of strengthening the communities it is a part of.
APPROACH: Given that Arlo is a relatively unknown brand, The Dana Agency embarked on an aggressive pre-opening media relations campaign to introduce it to new audiences. The strategy included underscoring the brand’s core attributes: community-driven, art-centric, wellness-oriented and welcoming spaces where everyone fits in. We emphasized the novelty of Arlo Wynwood by developing its positioning statement as the first-ever hotel in the city’s creative and cultural hub. To build hype in a city known for its constant stream of new, exciting hotels, we planned an extravagant grand opening with a curated guest list of the city’s influencers, VIPs, dignitaries, community stakeholders and press. We leaned on our relationships with business development organizations and local city and county governments to ensure Arlo Wynwood’s opening was top of mind. To connect the brand with its neighbors and serve as the area’s creative space and “living room,” we recommended partnerships with locally owned brands across several industries to create brand affinity with target audiences.
RESULTS: The Dana Agency began working on the Arlo Wynwood account four months prior to the opening. Within six months, we had significant results: over 130 media placements generating more than 737,333,430 impressions across digital and print channels, including Forbes, Women’s Wear Daily, Vogue, Alexa, New York Post, Travel + Leisure, El Nuevo Herald, Haute Living and Miami Herald. This was achieved through the successful execution of creative PR campaigns using long-standing media connections and industry relationships. The grand opening was attended by more than 500 guests, including City of Miami Mayor Francis Suarez, who joined in the ribbon-cutting ceremony. The office of Miami- Dade County Mayor Daniela Levine Cava also presented Arlo Wynwood with a certificate of congratulations during the ceremony. We also brokered partnerships with multiple organizations, including dance fitness company VXN and artist Brooke Einbender to further raise the brand’s profile.