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The James Agency - Travel & Tourism Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: The James Agency, Scottsdale, AZ
Company Description: A full-service advertising, public relations and digital firm, The James Agency (TJA) custom fits a comprehensive marketing strategy for each client. Founded in 2005, TJA specializes in high- end lifestyle brands and handles all work in-house. TJA is located at 8100 E. Indian School Road, Suite 201, Scottsdale, AZ 85251. For more information, visit www.thejamesagency.com.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - Travel & Tourism

Nomination Title: Moxy Tempe Grand Opening Event

Tell the story about this nominated campaign since January 1, 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

Overview

Moxy Hotels is Marriott International’s provocative new lifestyle brand. First debuted in Milan in September 2014, Moxy Tempe was the first Moxy hotel to open in the United States and the second to open in the world. Hotel management company, Twenty Four Seven Hotels, and Marriott, selected The James Agency (TJA) as the local public relations agency of record to introduce Moxy Tempe to the Phoenix market.

Research

Through research, TJA learned that the millennial traveler is quickly becoming one of the largest customer segments for hotels worldwide. Major hotel companies are taking notice and catering to this growing demographic of traveler. At the forefront of this new wave of hotels, the Moxy brand focuses on technology, social media, self-service, affordability and communal spaces. TJA identified Moxy Tempe’s relevance and novelty as PR opportunities, while shifting hotel construction timelines and Moxy New Orlean’s approaching grand opening date were the challenges.

Development

With the hotel’s official opening date continuously changing and Moxy New Orlean’s opening date approaching, TJA recommended that the hotel hold two events: a preview event exclusively for members of the media prior to the hotel’s official opening date and a larger, invite-only grand opening event once initial operational kinks were worked out.

Media Preview Event - Measurable Objectives:

-Secure event attendance of at least 30 qualified guests including top tier local media and bloggers.
-Generate media coverage in target local lifestyle and business outlets, as well as social media content.

Grand Opening Event – Measurable Objectives:

-Secure event attendance of at least 150 qualified guests including local media, influencers and community partners.
-Generate media coverage in target local lifestyle and business outlets.
-Generate a minimum of 100 posts on Instagram using event hashtags.

Execution

Media Preview Event – Hard Cost Budget $5,000

To align with Moxy Tempe’s unique and playful brand, TJA recommended holding the media preview event on Leap Day (February 29) and presented a “S-Leap Over” concept complete with Moxy branded sleepover kits as event favors. Focusing on the importance of forming strong relationships in the Tempe community, TJA partnered with popular Mill Avenue restaurant Handlebar Tempe for catering, Caketini for branded cake pops, Phoenix-based acoustic artist Brenna Stillwell for entertainment and local 244 Apparel for custom tote bags. The guest list included prominent local media and social media influencers. TJA distributed invitations, managed RSVPs, negotiated catering contracts, produced branded promotional products and managed all day-of event logistics. An Instagram contest during the event encouraged attendees to follow Moxy Tempe and post using event hashtags. All attendees received complimentary staycations to come back and “sleep over” at their leisure.

Grand Opening Event – Hard Cost Budget: $25,000

To officially introduce Moxy Tempe to the community, TJA wanted to highlight the fact that the hotel was the first of its kind in the U.S. Since the first Moxy Hotel debuted in Milan, TJA conceptualized the event theme “from Milan to Tempe.” TJA recommended a strategic partnership with Phoenix Fashion Week (PHXFW) to produce a one-of-a-kind, Italian-inspired runway show. Knowing that PHXFW shares the stylish and millennial demographic of Moxy Tempe, TJA also wanted to capitalize on PHXFW’s strong social media presence and extensive, highly engaged database. The April 21 Italian-themed event was complete with catering from local Tempe Italian restaurant La Bocca, Vespas from Go AZ Motorcycles and a prosecco toast to open the fashion show. The evening’s attendees included prominent members of the media, fashion and lifestyle bloggers and representatives from Tempe Tourism, Tempe Chamber of Commerce, Greater Phoenix CVB, Arizona State University and Marriott International. TJA handled invite distribution, RSVP management, contract negotiations and all day-of event logistics.

Results

-Event attendance: S-Leap Over Media Preview Event – 40 qualified members of the media and bloggers; Grand Opening Event – 205 qualified guests
-Earned 45 total media hits amounting to 7,931,130 total impressions.
-250 Instagram posts amounting to 218,856 total impressions.
-Both events under budget.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).

-Identified and secured strategic event partnership with Phoenix Fashion Week.
-Identified and secured partnerships with local restaurants and vendors.
-Event attendance: S-Leap Over Media Preview Event – 40 qualified members of the media and bloggers (goal was 30); Grand Opening Event – 205 qualified guests (goal was 150).
-Earned 45 total media hits amounting to 7,931,130 total impressions.
-250 Instagram posts amounting to 218,856 total impressions.
-Both events were executed under budget.

Testimonial from David Wani, CEO, Twenty Four Seven Hotels: “Simultaneously opening a new hotel while launching Marriott’s newest brand required a collaborative, creative, dedicated and knowledgeable group. The James Agency exceeded our expectations on all fronts by developing and implementing an extremely successful PR and social media campaign, which has quickly made Moxy Tempe the talk of the town.”