Hyatt Regency McCormick Place
The property exceeded 2013 fiscal year numbers in six months, and secured 20,769 additional group room nights and $3.1 million group revenue.
Hyatt Regency McCormick Place $110 Million Expansion and Renovation Public Relations Campaign
This campaign was developed and executed in an effort to create awareness of the highly anticipated expansion of Hyatt Regency McCormick Place, putting them on the map as Chicago’s fourth largest hotel and Hyatt’s fourth largest property in the world. The primary initiatives for the public relations campaign, which ran from January 2013 until June 2013, were to target the local travel press in Chicago as well as the National and International travel and trade press to increase group, transient and social business for the hotel.
The multi-faceted hotel PR campaign needed to address all of the numerous moving pieces of the renovation, including:
A new, 460 guestroom tower; 800 room renovation in existing tower; hotel lobby renovation; 25,000 square foot conference center renovation; restaurant renovations and social space renovation.
Our outreach included phone calls, emails and meetings with over 3,000 editors worldwide, scheduling individual FAM trips for A-list writers.
Strategic ongoing outreach was also made to local organizations that impacted awareness of the project.
A grand unveiling event showcasing the final expansion and renovation was held June 4, 2013. Over 200 local government representatives, press and hospitality industry leaders were in attendance, including Chicago Mayor Rahm Emanuel.
The event was featured on all major Chicago news stations including WLS (ABC), WGN, WMAQ (NBC) and WFLD (FOX). Social press following the event included the Chicago Sun-Times’ SPLASH section and Today’s Chicago Woman magazine as well as Illinois Meetings and Events and HotelOnline.com.
The overall campaign was a huge success, garnering over 10,000,000 media impressions worldwide with more than 300 press hits in 70+ trade publications. As a result, the property exceeded 2013 fiscal year numbers in six months, secured 20,769 additional group room nights, and $3.1 million group revenue.
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