The Envoy Hotel

Introducing Boston’s First Autograph Collection Property

Challenge

The Envoy’s ownership team hired marlo marketing to successfully launch Marriott’s first Autograph Collection property in Boston and position it as a pioneer in the evolving Seaport neighborhood — for its design, tech amenities and F&B offerings. While the hotel and rooftop opened in June 2015, we weren’t permitted to conduct press outreach, respond to press inquiries or engage on social channels until the official opening three months later in September 2015, when the restaurant was complete. This restriction posed challenges in terms of communicating messaging in real-time and maximizing press and social media opportunities.


Strategy

During the 3 month “quiet” period, we worked to develop clear & careful brand messaging as well as compelling press materials so that when we were able to start communicating the brand to external audiences, we could truly hit the ground running. Our influencer outreach was strategic, yet all-encompassing across travel, lifestyle, food & beverage, trade and design writers, editors, producers, bloggers and Instagrammers. We customized and arranged group and individual press and social influencer visits and experiences through overnights, tours and meals to further tell the property’s story. We concepted and introduced creative, on-brand programming to keep The Envoy buzzy and the press pipeline flowing. And, we created and managed their social media channels to echo positioning and support PR programming and initiatives.


Results

During year one, we secured over 400 media placements and 144 media and social influencer visits. In June 2016, when we were able to proactively communicate the rooftop bar, its beverage sales topped $1.6m. As a result of the hotel’s strong brand awareness and its overall success, the property was sold within year one for $112.5m at a hefty profit to the owner. And in December 2016, Marriott Worldwide named The Envoy as its 2016 Hotel Opening of the Year.

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