Moxy Hotels is Marriott International’s new millennial-focused brand that is entering the U.S. market
in a bold way.
Overview & Objectives
Moxy Hotels in partnership with Marriott International and Wright Management hired Bond Moroch to support the launch of its New Orleans hotel in Spring 2016, the first Moxy hotel in Louisiana and second nationwide.
Our goal was two-fold: to boldly launch the brand in the Louisiana market and Gulf South region with a targeted media relations campaign, and to formally introduce New Orleans to Moxy with a themed Freak Show Coming Out Party. We were tasked with securing media coverage of the hotel opening in print, broadcast and online media outlets with a focus on bloggers and social media influencers. Additionally, Bond Moroch handled identification and management of the guest list for the Freak Show party, which involved securing attendance from key local and national influencers, dignitaries and media. Bond Moroch also assisted with celebrity event guests including YouTube star Taryn Southern, host of Moxy’s original YouTube series “DO NOT DISTURB;” Actress Dani Thorne; DJ Amy Pham and Comedian David So.
The Bond Moroch team curated and managed Moxy New Orleans’s social media channels, delivering weekly content grids and images for the property. Our objective during this campaign was to increase brand awareness of Moxy Hotels in New Orleans and formally introduce the brand into the market. The focus centered heavily upon Instagram, a key platform for the brand.
Bond Moroch utilized Moxy’s vibrant brand to create strategic pitching techniques, generating meaningful media coverage in a variety of local, regional and national media outlets. We leveraged relationships with the New Orleans Convention & Visitors Bureau (NOCVB) to encourage visiting out-of-town media to experience Moxy first-hand through property tours, hotel visits and interviews with crew members. Our approach was aimed at creating exposure around the hotel opening by introducing both New Orleans and the U.S. to the Moxy brand through New Orleans’ Freak Show party.
We worked very closely with Marriott’s internal PR/Marketing team in planning the Freak Show party, providing insight and recommendations on local vendors, artists, entertainers and overall best practices. We specifically aligned company leadership with city influencers, media and guests at the party. We also gathered social media content onsite at the Freak Show, which was posted on brand channels the following week. We assisted with onsite strategy and overall recommendations.
Results & Impact
Our PR/Social Media efforts resulted in a successful launch of Moxy New Orleans, creating strong local and national awareness and exposure for the brand. The hotel achieved multiple sell out bookings during our campaign (May – July), which can often be a challenge during the summertime in New Orleans. We garnered more than 30 million media impressions locally and nationwide, the result of over 20+ articles surrounding the opening and post Freak Show party. We secured coverage in The New Orleans Advocate, Huffington Post, Curbed New Orleans, Eater Nola, WGNO-TV “News with a Twist,” and Condé Nast Traveler among others. On the night of the Freak Show, we secured 44 media to attend the event, a very high number for a small media market like New Orleans. Of these individuals, 21 stayed overnight for a Moxy “Sleepover” and experienced being a VIF (Very. Important. Freak.) first-hand.
Our social media efforts resulted in a substantial increase for Moxy New Orleans, with an increase on Instagram by 627.7% and organic and viral reach of over 7,589,314 users.
We successfully introduced Moxy New Orleans to its target audience and influential and strategic guests at the Freak Show party, including community and business leaders, media, artists, musicians and potential Moxy guests.
The brand intends to offer a portfolio of nearly 150 hotels around the world within the next ten years.
New Orleans HQ
3308-B Magazine Street
New Orleans, LA 70115
West Coast Office
6121 Sunset Blvd.
Los Angeles, CA 90028
Kansas City Office
627 Main Street
Kansas City, Mo 64113
150 N. Michigan Ave., Suite 2800
Chicago, IL 60601