Renovation Requires Reinvention
After a complete renovation, Hotel Zetta needed a new introduction to the market. AF&Co. provided launch planning, including building and managing a strategic communications plan, development of partnerships and orchestration of opening events. We conceived a highly unconventional launch plan: #zmarksthespot. San Francisco’s biggest pillow fight drew attention from conventional national media as well as a host of social activity. At the grassroots level, a multi-site tech drive brought the property front of mind with several of the area’s biggest companies, boosting both hotel room and meeting room sales. The opening press efforts attracted attention from The New York Times, The Wall Street Journal, Conde Nast Traveler and Travel + Leisure.