We inspire people to travel the world.
Public Relations Capabilities & Agency Overview – HOSPITALITY
Who We Are
• An award-winning boutique PR agency • Three core practice areas: luxury hospitality, real estate and golf • Based in Los Angeles, with an office in New York • Individual attention from senior leaders, including both principals, who have a combined 30-plus years of industry experience
• Established, long-term relationships with leading journalists and tastemakers - having secured over 10,000 high-quality placement since founding • Deep experience representing luxury hospitality and executing successful campaigns for property launches, renovations and repositioning
WE ARE YOUR STRATEGIC PARTNER INVESTED IN YOUR SUCCESS
What We Do
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Secure media accolades and high-impact awards for your property.
Successfully launch new properties as well as revitalize existing properties - building excitement and continuing momentum.
Ideate, cultivate and execute like-minded partnerships.
Uncover and secure influencer partnerships that will drive social media engagement.
Create compelling campaigns, buzzworthy programming and generate coverage that ultimately increases revenue.
Message Development • Pitching & Media Relationships • Strategic Partnerships Influencer Partnerships • Social Media Campaigns • Programming • Media Experiences • Press Events
Why C&R
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We take ROI seriously. We identify the right media that will raise awareness in your target market and consistently achieve more than a three-fold ROI, and more than six-fold ROI with new openings. We are highly focused on quality, not quantity press and partnerships with purpose. We’re plugged into media and influencers that matter most, and our team is highly qualified to get the results you are seeking efficiently and effectively. We save you time and money. As a smaller boutique agency without several layers, we can plug you into our 30+ year network and secure A-list results within a fraction of the time - hitting the ground running with minimal ramp up.
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We understand luxury hospitality and know how to package stories that resonate with the right audience at the right time.
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We provide added value to our clients that impacts sales’ bottom line with strategic partnerships (entertainment agencies, travel agents, airlines, destinations, etc.), as well as social media campaigns.
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We build winning client relationships and are selective about who we bring on board. More than 50% of our clients have worked with C&R for more than three years; 90% of C&R clients are from referrals.
C&R by The Numbers
8
YEARS
+
4k
+
INCREASED BOOKINGS HIGHER OCCUPANCY & INDUSTRY AWARDS
95
30
+
COLLECTIVE YEARS EXPERIENCE
10
50% of clients
60k
HAVE WORKED WITH C&R FOR MORE THAN 3 YEARS
CURRENT GLOBAL : BRAND PARTNERS
HOSTED IN
2016
1 NEW YORK TIMES FEATURE PLACEMENT
$
PLACEMENTS
A-LIST MEDIA
ROOM in REVENUE
24
HOURS
90% of clients ARE FROM REFERRALS
ANDAZ, AUBERGE, BANYAN TREE, FAIRMONT, FOUR SEASONS, INTERCONTINENTAL , KIMPTON, RITZ-CARLTON, ROSEWOOD, MONTAGE
Hotel Openings + Accolades
Andaz Scottsdale (2016) Banyan Tree Tamouda Bay
(Morocco, 2016)
Kokomo Island Resort
(FIJI, 2016)
Four Seasons Resort & Private Residences Anguilla
(2016)
Four Seasons Resort Oahu at Ko Olina (2016)
The Goodland, a Kimpton Hotel (Santa Barbara, 2015)
VeraVia at Park, Hyatt Aviara
(2015)
Conde Nast Traveler’s Hot List
70+ national, regional and local, media visits
Conde Nast Traveler’s Hot List
Best New Hotels To Travel To In 2017
2017 OPENINGS
in Forbes, The New York Times, Travel + Leisure, Conde Nast Traveler, Bloomberg Pursuits, etc.
La Peer Hotel
The Departures’ 100
The Everly Hotel
along with Robb Report, Elite Traveler, Travel + Leisure, Modern Luxury, Forbes Travel Guide
Los Angeles Times’ “17 Places to Go in 2017”
Modern Luxury, Robb Report, The Knot, Brides, Marin Magazine
HSMAI Adrian Gold Award for “Best New Opening/Launch”
West Hollywood
Hollywood
Chileno Bay Resort & Residences Los Cabos
The Scott Resort & Spa Scottsdale
HSMAI Adrian Gold Award for “Best Feature Placement Print”
PP
A-List Press Coverage Over the years, we’ve cultivated solid, long-term relationships with leading media. Our focus is on quality, and our press partnerships reflect careful consideration and purposeful precision.
Beyond PR Launched January 2018: C&R
Content
NEW FOR 2018, longtime Robb Report editorial director and luxury-travel specialist Bruce Wallin has joined C&R to launch C&R Content. What is C&R Content? A full-service studio offering a comprehensive suite of content services executed by experts—in travel, architecture, fine dining, and more—and designed to inspire action and exploration. …and what does that entail? • • • •
Native-advertising and branded-content campaigns Websites and newsletters Custom publishing Videos, podcasts and more
C&R Content also offers individual property audit-and-analysis services. With his 15+ years’ experience in the luxury industry, Bruce brings invaluable knowledge to C&R Content and will dive deep into all aspects of a property— from service and culture to marketing and social media. Each C&R Content audit will provide candid and detailed feedback focused on improving acrossthe-board quality, ensuring consistency across channels and maximizing ROI.
The Social Factor Beyond media relations, our team is equipped to share your brand news in the digital space. In doing so, we can: •
Identify key social media objectives and execute accordingly
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Develop social media calendar with predetermined posts
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Post, monitor and interact directly with your brand followers
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Drive local awareness for events and initiatives
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Connect and build relationships with social media influencers
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Participate in online Facebook and Twitter chats
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Identify industry trends
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Stay up to date on social media platform changes and developments
Influencer Program C&R’s influencer campaign includes robust strategies by implementing a social process that identifies, recruits, negotiates with, activates and measures influencer and blogger social campaigns. By integrating social (macro and micro) influencers into your public relations strategy, you’ll be cross-pollinating your key media story angles across social platforms, creating brand awareness, gaining social followers and, ultimately, increasing prospects/bookings. WHY INFLUENCERS? • Build awareness • Third-party validation • Content creation • Advocacy • Ambassadors • Events …and because influencer marketing saw explosive growth in 2016, with 86% of marketers having used the tactic. In addition, 74% of consumers use social media to make purchase decisions.
Influencer Program - Approach ① Identify Influencers C&R will identify influencers (macro and micro) based on: • Brand relevancy • Niche audience • Engagement • Number of followers or unique monthly visitors (bloggers)
② Recruit C&R will connect and build relationships with like-minded brand influencers and coordinate opportunities with those interested including opportunities for: • Exclusive / first looks • Influencer visits • Content creation • Promoted content
• Content (ensure it’s on brand) • Quality of posts
③ Negotiate C&R will negotiate terms with each influencer based on client budget (i.e. paid posts, content in exchange for trade, number of posts, suggested content for posts, etc.); all terms will be agreed upon by both Client and influencer prior to activation
④ Activate C&R will coordinate influencer events, partnerships and site visits including accommodations, airfare, suggesting “Instagrammable moments” and hashtag suggestions
⑤ Measure C&R will monitor and measure influencer activations post event/visit. This will include a report that outlines all posts, number of posts, engagement numbers (i.e. numbers of “likes” and “comments”) and increase in Client’s social following
Strategic Partnerships C&R has ideated and executed strategic partnerships to increase awareness and maintain relevancy for partners including:
Talent Agencies Executed an influencer program for the top 50 agents at Creative Artist Agency (CAA). Several agents redeemed, leading to increased credibility with a core and highly influential Los Angeles audience.
Media Partnered with National Geographic’s leading wilderness photographers to offer an on-going weekend photo workshop at Mayakoba and secured more than 50 features, as well as increased revenue on property.
Luxury Brands/ Products 15th
Executed a anniversary celebration with Las Ventanas Resort and Tequila Clase Azul that included events in New York, Dallas, Los Angeles and an on-property party with 400 VIPS (including 30+ US media).
Lifestyle/ Entertainment/ Fashion Shoots Secured Joanna Krupa’s wedding (BRAVO’s Real Housewives of Miami) at Park Hyatt Aviara, which aired in two episodes. In the month it aired, the resort received more than 100 wedding inquiries.
Infuencers We hosted an intimate influencer dinner at InterContinental Los Angeles with “microinfluencers” social media influencers with niche audiences. As a result of the dinner, someone inquired about holiday parties at the property and booked a 120-person event at the hotel’s signature restaurant.
Sample Current Travel Clients Andaz Scottsdale Resort & Spa
InterContinental Los Angeles Century City at Beverly Hills
Mayakoba Banyan Tree Hotels & Resorts
Beverly Wilshire, A Four Seasons Hotel
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Four Seasons Resort Oahu at Ko Olina
Case Study Kukui’ula
P r op er t y L a u n c h C a m p a i g n C&R was charged with introducing Hawaii’s first new luxury resort in more than a decade to U.S. and Canadian media. Prior to our engagement, there was minimal media awareness for the project on the mainland and the community needed to create immediate excitement to drive sales leads and to create a series of thirdparty endorsements that could be used in marketing efforts. C&R immediately tapped into its network of key national and regional lifestyle writers to create excitement for the project. C&R arranged more than 20 visits with key decision makers from Robb Report, Golf Magazine, Coastal Living, Golf Digest, Unique Homes and Ocean Home. We also executed a series of NYC meetings with writers from Town & Country, Wall Street Journal, Travel + Leisure, CNN/Money, Financial Times, Elite Traveler and Departures.
“C&R is truly a team effort. We selected them as our agency two years ago, well in advance of our resort opening date. The dynamics of construction delays and lack of pre-opening resources would have proven inadequate for most agencies, not Pieter and his team. Enthusiastic, forward thinking and resourceful, C&R positioned our property with confidence, articulating appeal and intrigue without photography or a confirmed opening date. Always responsive and well spoken, C&R introduced our property across multiple mediums and truly exceeded our expectations in establishing a presence in advance of our grand opening. Pieter fulfilled the promise he made when C&R presented to us for the first time, personally engaged, level headed and available, any time. C&R, in my view, is a valuable and effective boutique agency. ” Scott Mason, General Manager, Andaz Scottsdale Resort & Spa
What Our Clients Say
“Thanks for knocking it out of the park just four months into the year, the collaboration and creativity is showing up in spades. The Goodland continues to get crazy impressive press from AFAR to Conde Nast Traveler to USA Today and garnered the highest volume of Hot List clips this past quarter. Congrats again and thank you for your ongoing creativity and support for the hotel.” -On C&R winning Kimpton’s Q1 2015 PR Superstars National Hot List Winner - Hotels Faith Yi, Relations Manager, Kimpton Hotels & Restaurants “I’ve had the pleasure of working with renowned hospitality brands across Latin America throughout my career and have thus worked with several PR partners. In looking at the partnerships, the A-list media results and creativity that the C&R team brings to Mayakoba, I can say we’ve chosen the right partner. In the five years C&R has been our agency, we have seen a tremendous year-over-year ROI and I’ve continued to be impressed by the media opportunities that come our way that further position Mayakoba as a premier resort destination!” Carl Emberson, Director of Marketing, Costa Palmas, Mayakoba “Over the past 5 years, we’ve tasked C&R with promoting four separate hospitality projects. In each case, their efforts produced results meeting or exceeding our expectations. Their attention to detail, follow through, creativity, professionalism and personable disposition - at each level within the organization - provided us with an excellent platform for a productive and enjoyable working relationship; one which we believe in and look forward to continuing in to the future. The ultimate testament is that I have personally recommended their services to three industry colleagues, and have done so without reservation. Keep up the great work C&R!” John Grossman, Managing Partner, Classic Hotels & Resorts
The Bottom Line
Creativity & Results is the C&R brand promise. We work closely with our clients and fundamentally understand their business goals - allowing us to develop creative strategies that drive real, success-oriented results.
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