To celebrate the opening of the Conrad New York hotel, Conrad Hotels & Resorts (one of Hilton Worldwide’s global luxury brands), became the Official Hotel Partner of New York’s Tribeca Film Festival. The Conrad team was charged with garnering awareness of both the partnership and the new property while simultaneously bringing the brand and hotel tagline, “The Luxury of Being Yourself,” to life.
As a way to showcase the style and personalized, smart service of Conrad Hotels & Resorts and stand out among the festival’s more than 60 sponsors, the team brought a Pop-Up Concierge service to key festival locations throughout New York City. Using Edelman Digital’s Social Intelligence Command Center, the Edelman team monitored the Tribeca Film Festival and brand conversation and filtered by location, influence and festival attendance. After identifying opportunities for engagement, the Pop-Up Conrad Concierge street team sought out people via Twitter and brought them all kinds of little luxuries including, cell phone battery packs for dying phones, Conrad-branded umbrellas for rainy weather, screening tickets and snacks for long waits in line. The team captured photos and video content to highlight the activation every step of the way.
A stunning success, the Pop-Up Conrad Concierge surprised over 320 festival attendees and earned nearly 10% of Tribeca Twitter conversation within the first 24 hours. In addition, Conrad Hotels & Resorts earned an 83% increase in Facebook “Likes,” a 52% increase in @ConradHotels Twitter followers and over 130 million media impressions, with trend outlets like PSFK featuring the activation and video. With the Pop-Up Conrad Concierge, Conrad Hotels & Resorts and Edelman Digital successfully bridged the gap between in-person and digital hospitality, allowing festival attendees to truly experience “The Luxury of Being Yourself.”