The surrey hotel
Celebrating the modern elegance of The Surrey, the hotel is a tranquil respite for those that otherwise live a very public life. Among its many accolades, New York City's only Ralais & Chateau hotel was voted the #1 hotel in New York City and the Continental U.S. by the readers of Conde Nast Traveler and Travel + Leisure.
PASSWORD: Surrey
Brand film for The Surrey.. Part 1 of 3.
Brand film for The Surrey. Part 2 of 3.
Brand film for The Surrey. Part 3 of 3.
Website
The Surrey Book / Volume I
The Surrey Book / Volume II
BACKGROUND
With its luxe address on the Upper East Side of New York City, The Surrey Hotel is reminiscent of an elevated residence; a townhome steps from the magnificence that is Central Park, couture design that is Madison Avenue, and celebrated culture that is the fabric of this prestigious neighborhood. As New York City's only Relais & Châteaux hotel, this property also features unparalleled amenities, ensuring its brilliance among the competitive set; Cornelia Spa, the Private Roof Garden, Bar Pleiades, and Daniel Boulud's Michelin starred Café Boulud.
MY ROLE
The Surrey Hotel underwent a $60 million renovation, with the goal being to become an intimate, uber-luxe hotel experience. The initial marketing fell flat.
I sought to differentiate the asset in a cluttered segment, creating
1. An ownable brand positioning supported with pillars that not only reflected the guest experience, but differentiated the hotel from its intense competitive set.
2. A point of view for sales to use to drive this like-minded audience. 'The Surrey is an intimate enclave on the upper east side of New York City, offering respectful service that allows its guests to retreat from the public—and maintain a low profile in their otherwise high profile lifestyle.'
3. Support this platform with a (strategically sound) marketing campaign.
THE STRATEGY
Given the lack of brand awareness, I felt there was an opportunity to depict an aspirational experience and communicate what the hotel means to guests, simultaneously reinforcing how The Surrey delivers on the concept "Privately New York"
THE CAMPAIGN
This editorially driven film noir-inspired campaign brought this direction to life, capturing distinct moments only possible at The Surrey, following a (most coveted) guest throughout the course of her hotel stay.
A marriage of classic and modern mirrored by a high-contrast aesthetic,
The Surrey is a relationship between complementary opposites. It is a residential haven where guests embrace all that makes New York City distinct - without compromising their calm personal space. It is a transcendent experience where the high-energy Manhattan milieu meets cathartic uptown service and discretion.
RESULTS
Within the first 8 months following the launch of this #PrivatelyNewYork campaign, business intelligence indicated the message was resonating:
* 1% growth among the target demographics and
* 3% increase in business travelers' net promoters rating
* consistent increase in ADR, initially trailing the competition, now in line with the competition
* Conde Nast Traveler; readers voted The Surrey the #1 hotel in New York City for three consecutive years.
* Travel + Leisure; hotel guests voted the property the #1 hotel in New York City, for two consecutive years.
* Travel + Leisure; most recently this same reader voted the hotel the #1 hotel in the Continental U.S.
In addition, to the consumer and financial success, my efforts have been celebrated and rewarded industry-wide:
* HSMAI Adrian Awards; Platinum, Gold, and Bronze
* Travel Weekly Magellan Award; Gold
