Case Study | The Rittenhouse Renewal Campaign

Photography by Philip Gabriel, courtesy of The Rittenhouse Hotel

The continual upkeep of design trends and wishlist amenities for hotel guests is a costly investment for luxury properties, but for the Rittenhouse Hotel, a $10 million dollar renovation offered the opportunity to intrigue local and out-of-town guests. Using a layered approach of revamping and opening renovated rooms level by level, guests were afforded the best accommodations while the decommissioned rooms created a higher demand for a stay at the Rittenhouse. The marketing team for the Rittenhouse Hotel chose to capitalize on this demand prior to the completion of the renovation by using a 360-degree approach with targeted social media, press, and a giveaway.

capturing the experience

The first phase of this layered campaign identified a need for updated visual assets to capture the hotel’s impactful design elements, upgraded amenities, and plush furnishings. The marketing team called upon locally renowned photographer, Gabe Fredericks of Philip Gabriel Photography, to create beautiful compositions that not only showcased the dazzling hideaways but also gave viewers a sense of space and belonging. The multi-day photoshoot was treated as a production with florals, food and beverage, and natural lighting all planned accordingly. The photoshoot resulted in bright, dimensional compositions that highlighted the rooms (including the sought-after Presidential Suite), the ballroom spaces, and Lacroix, the hotel’s premier restaurant located on the second level.

creating media buzz

The marketing team at the Rittenhouse Hotel understood that posting new images of the updated spaces to the hotel’s booking engine and social channels was simply not enough to generate local and national intrigue. Established relationships with the media helped the marketing team push press releases to local and national outlets for complimentary coverage of the hotel’s renovations. These outlets included The Philadelphia Business Journal, JustLuxe, and Luxe Digital. The features were also accompanied by a blog post that garnered organic visits via the monthly newsletter.

upgrading the packages

As the renovations were nearing completion, the marketing team worked with the hotel’s staff — including the spa and food and beverage teams — to brainstorm a value-added package that spoke to the property’s theme of renewal. The result was The Rittenhouse Renewal Package, a rejuvenating experience that included overnight accommodations in one of the hotel’s refreshed rooms, $100 food and beverage credit (including in-room dining), and deluxe bath amenities handpicked by the wellness professionals at the onsite spa and club. Exclusive to this package was a Rittenhouse branded take-home Sleep Kit, which included two hot/cold sleep masks and a relaxing pillow spray.

targeting media & ad placements

While complimentary media placements amplified the campaign’s narrative, another goal was to collect newsletter subscribers and social media followers through a giveaway that included a two-night stay and a spa day for two. The marketing team partnered with Philly Mag to create a sponsored article, banner and sidebar ads, and a social media post that expanded the giveaway’s audience and resulted in over 1,000 new subscribers within just a week’s time.

the results

Overall, the Rittenhouse Renewal campaign was a success as it not only resulted in new subscribers and an augmented social media following but also a positive public view. Locals were thrilled with the renovations of the ballrooms and public spaces while visitors lauded the luxurious experience of staying at The Rittenhouse.