Weber Shandwick

Company: Weber Shandwick, Dallas, TX
Company Description: Weber Shandwick is one of the world’s premier PR firms, recently being recognized as Large PR Firm of the Year by PRNews. Within Weber Shandwick exists Visual Communications, a group of experts specializing in branding, design, advertising, collateral work and interactive. Our team was recognized by the American Business Awards in '03 as a finalist for Best Creative Team.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Services

Nomination Title: Omni Fort Worth Hotel

1. Tell the story about this nominated campaign since January 1 2009 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Overview
In 2009, Omni Hotels challenged Weber Shandwick to secure robust media results
for the new Omni Fort Worth Hotel.

Upon the grand opening, Weber Shandwick focused on leveraging the newest
developments and most interesting hotel attributes, including dining options,
spa, fitness center, unique art collection, and more, to generate new interest
and continue a strong, steady stream of media coverage.

Strategy & Tactics
Weber Shandwick and the Omni Fort Worth Hotel developed a strategic timeline to
engage media at all stages of the opening. A mixed media strategy included
inviting local, regional, national and trade media to the property, providing a
consistent stream of story angles and holding a Fort Worth focused event in New
York City.

January 2009: To capitalize on the size and reach of the Fort Worth Star-
Telegram, the outlet was given an exclusive tour of the hotel prior to the
opening. Following the exclusive, the Omni Fort Worth Hotel provided an “open-
ended” property invitation to all media. Weber Shandwick conducted aggressive
local media outreach for the ribbon-cutting and secured attendance from 19
members of the media.

January – May 2009: Weber Shandwick continued media outreach touting the
various hotel attributes including dining, spa, fitness center, art collection,
and more. Additionally, Weber Shandwick secured five meeting trade publications
for familiarization trips during that time period.

June 2009: Weber Shandwick and Omni Hotels brought “cowboys and culture” to
New York City with an authentic dinner served by the executive chef from Bob’s
Steak and Chop House. As a result of the outreach, more than 15 members of the
media attended the event, including representatives from BusinessWeek, Conde
Nast Traveler, The Wall Street Journal, Gourmet and Travel + Leisure.

Results
Through Oct. 1, 2009, the team secured exceptional media coverage and exceeded
the goals for the year with 216 total print, online and broadcast placements
totaling 113,417,156 impressions.

Media Goals:
•Goal: Secure 30 to 32 local print/online media placements
•Stretch goal: Secure 40 to 42 local print/online media placements
•Result: Secured 108 local print/online media placements

•Goal: Secure 40 to 42 local broadcast media placements
•Stretch goal: Secure 42 or more local broadcast media placements
•Result: Secured 52 local broadcast media placements

•Goal: Secure 5 to 8 national or regional print, online or broadcast media
placements
•Stretch goal: Secure 9 to 10 national or regional print, online or broadcast
media placements
•Result: Secured 8 national print/online/broadcast media placements

•Goal: Secure 24 to 26 meeting/hospitality trade media placements
•Stretch Goal: Secure 30 to 32 meeting/hospitality trade media placements
•Result: Secured 48 meeting/hospitality trade media placements

2. List hyperlinks to any online work samples, news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

http://thestevies.com/ABA10Attachments/WeberShandwick/Omni/

3. Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this campaign:

Caryn Kboudi, vice president of corporate communications for Omni Hotels,
manages and implements proactive media relations and corporate communications
for Omni Hotels and its 45 properties. Caryn works hand-in-hand with the sales
and marketing leadership team and company leadership on day-to-day and
strategic communications.

Anne Tramer, senior vice president at Weber Shandwick, manages and executes
national media relations campaigns for clients and oversees the Southwest
region’s Center for Media Excellence. She leads the Omni account and has 14
years of experience in media relations, brand management and corporate
communications.