CLIENTS

CASE STUDIES

SECTOR: TRAVEL & HOSPITALITY

Atlantic Hotel

Situation:
The Atlantic is the first luxury hotel/condominium to open in Fort Lauderdale and the first new hotel to open on the beach in more than 20 years. The 124-room Luxury Collection hotel is a Starwood Hotels & Resorts property that hired Malkus Communications Group to raise awareness of the new project both locally and nationally including travel trade publications.

Trina, the hotel’s signature restaurant, brings star-power to The Atlantic with Don Pintabona, chef/partner and former executive chef of Robert DeNiro’s Tribeca Grill, and Nick Mautone, former managing partner of Gramercy Tavern.

Solution:
To raise awareness of The Atlantic and Trina Restaurant & Lounge, we launched a pre- and post-opening publicity campaign to include a ribbon cutting ceremony, grand opening party and subsequent upscale receptions for area community groups.

In total, more than 1,500 guests attended the various events held during a two-month span including local dignitaries, Convention & Visitors Bureau, Junior Achievement, Fort Lauderdale Chamber of Commerce, Lodging & Hospitality Association and the Film & Television Commission.

Media pitches and stories apart from the opening include cooking demonstrations at Trina, restaurant reviews, Spa Atlantic, Concierge, and Luxe in Lauderdale that included the $6,000 per night Penthouse.

Results:
National exposure generated for The Atlantic and Trina Restaurant & Lounge includes the CBS Early Show, Travel & Leisure Magazine, Recommend and American Way Magazine.

In the South Florida market, The Atlantic generated front page coverage in the Business section of the Sun-Sentinel twice in one week; two stories in the Miami Herald; exposure on two television news stations – WPLG (ABC) and WSVN (FOX); and two follow-up features on WSVN (FOX)’s news magazine show, Deco Drive

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Atlantic Hotel
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