Division/Category:
Communication
Management/Special Events
Organizations:
The
Westin Minneapolis, Padilla Speer Beardsley
Intended Audiences:
Upscale business and
leisure travelers and Twin Cities media
The
Westin Minneapolis hotel and its restaurant B•A•N•K opened in downtown
Minneapolis in spring 2007 to a competitive environment, with a number of new
hotels opened or planned for the area. Located in the remodeled Farmers &
Mechanics (F&M) Bank building, the hotel is the first Westin property in the
Minneapolis–St. Paul area. The Westin engaged Minneapolis-based Padilla Speer
Beardsley to publicize its flag-raising ceremony (a tradition for properties
owned by Starwood Hotel & Resorts) and openings.
Padilla chose dates for the hotel and restaurant openings that did not conflict with other major events in the community. The firm created a hotel-opening ceremony that included speakers from partner organizations and people who shared memories of the F&M Bank. Media received pre-opening tours, background information, and professional photography. The restaurant’s opening doubled as a charity event for the Hennepin Theatre Trust and The Minnesota Shubert Center; Padilla’s research had showed that many theater organizations pursue the same target audience as The Westin.
The campaign resulted in coverage by the four local TV stations, four local newspapers, and the Wall Street Journal. More than 400 people attended the B•A•N•K grand opening, and the Westin had more bookings than expected in its first months.
Award of Merit Winners
in Communication Management/Special Events:
• 2006 Rice Park Winter Wonderland; Capital City Partnership, Padilla Speer Beardsley
• P&G Beauty Summit; Procter & Gamble, Padilla Speer Beardsley
• Gold Medal Park Grand Opening; Gold Medal Park, Padilla Speer Beardsley
• Breathing Easier: CPF Action Alert; Coalition for Pulmonary Fibrosis, Weber Shandwick
