In 2017, Marcus Hotels & Resorts, a leading national hotel management company, decided to renovate and transform the former Intercontinental Milwaukee Downtown into an independent arts hotel. With construction on the project taking place between January and May 2019, the company wanted to build excitement and attention for a wholly different hospitality experience. Reputation Partners had already been working with Marcus Hotels & Resorts to promote and increase awareness for its other hotel and restaurant properties, so the company once again turned to Reputation Partners to develop and execute a plan to introduce the new hotel to the market.
As a one-of-a-kind arts hotel, the build up to the opening for Saint Kate was planned as a one-of-its-kind for Marcus Hotels & Resorts. Thus, Reputation Partners’ goal was to create intrigue and interest by showing how guests can expect the unexpected at Saint Kate. RP focused its efforts on celebrating the artists and performers involved with the hotel, as well as building opportunities for guests to use their senses to understand what a stay at Saint Kate will be like.
Using a variety of public relations tactics, including preview events, media roadshows, proactive media outreach and more, to build excitement for and attention surrounding the hotel’s reopening, Reputation Partners secured 487 media placements, resulting in 379 million impressions and $2 million in advertising value equivalency. RP secured coverage in major national, international, regional, local and trade outlets, including Forbes, The New York Times, N by Norwegian, The Chicago Tribune, the Milwaukee Journal Sentinel and LODGING Magazine. To provide a sneak peak into the hotel, RP coordinated and led two behind-the-scenes media events, including an “Eat to the Beat” private dinner for about 20 local food and beverage reporters and influencers. Anecdotally, the hotel is seen as an incredible asset for the city of Milwaukee, with reporters celebrating and highlighting it as a place to see and be seen in the city.