Park Hyatt New York
Global Media Strategy
As the brand’s global flagship, Park Hyatt New York located on midtown Manhattan’s illustrious “Billionaire’s Row,” sought to make a strong entry into the market with a high impact opening.
In order to differentiate the hotel — and align with the Park Hyatt brand ethos — the Agency implemented exclusive partnerships and programming creating a compelling guest experience appealing to New York and global luxury audiences. The Agency identified, introduced and facilitated creative partnerships with brands and people such as Amanda Hearst and her charity HSUS “Friends of Finn,” to create a Very Important Pup (VIP) program. To launch the partnership, the hotel hosted a “puppy play date” event with Amanda and her influential network, key New York media and their dogs. Additional partnerships include a customized underwater soundtrack from nearby Carnegie Hall and a collaboration with high end retailer Barneys New York.
The VIP program and its “Puppy Play Date” appeared in the New York Post, Conde Nast Traveler, AVENUE and DuJour, who published photographs of the star-studded event. The hashtag #FoFBarkHyatt generated 959,929 social media impressions within 72 hours, with combined media coverage creating more than 33,828,000 impressions and $240,131 in advertising value.
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