Award-Winning Campaign to Promote a Green Pioneer in the Hotel Industry
C+G helped a major metropolitan luxury hotel embark on an unprecedented environmental and energy conservation program to show that the cumulative efforts of a few can make a big difference. The hotel-wide program proved that businesses could be environmentally, as well as economically sound, setting a new standard for the entire hotel industry.
We developed key messaging, direct marketing and public education collateral targeted at guests, conference organizers and vendors, industry stakeholders and the general public. In addition, we created an innovative recyclable press kit that helped generate news stories in a wide variety of national and international media outlets, including Business Week, Wall Street Journal, USA Today, Good Housekeeping, NBC and CNN. A significant number of articles also appeared in major metropolitan dailies and hospitality industry and environmental trade publications.
More than $2 million in sales in meeting rooms at the hotel were realized in the first year as a direct result of the program. Both the hotel and C+G received numerous awards for the environmental program and the marketing of the program, respectively. Conover+Gould received the Best of Show for Public Relations and platinum and gold awards from the Hotel Sales and Marketing Association International and a New England Bell Ringer Merit Award from the New England Publicity Club. The program also won the American Lung Association Environmental Health Award and the President's Environment and Conservation Challenge Award.