Hotel Nikko
Beverly Hills, CA
The Challenge
To significantly raise awareness and increase occupancy of this four-diamond property in Beverly Hills, given the challenges of complicated street access, limited signage and virtually no pedestrian traffic. To position Hotel Nikko at Beverly Hills in the entertainment industry.
The Plan
Launched an exhibition, The Art of John Lennon, targeting the entertainment industry. The event generated extensive broadcast media coverage. Conceived and implemented promotional events on each holiday, launched the first on-air jazz brunch, staged a high-profile Academy Awards Party. Instituted Business Breakfasts with major radio partner. Generated voluminous and compelling print, radio and television publicity over a 5-year period.
The Result
Contributed to improved occupancy and increasingly high average rates each consecutive year. The property became a desirable venue and hotel of choice for the entertainment industry community.