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When a leading hotel management company landed on Durham, North Carolina as the location for a flagship boutique hotel, we dove in head first to craft a compelling narrative that would honor the history of the original building while celebrating the unparalleled flair its new life would bring. With a focus on embracing the neighborhood and community at large while offering something unapologetically new, we rewrote the script on how a brand debuts in a new market.Partner with us
Launching a new national brand in a tight-knit, local-loving community is no easy feat - and for good reason. To achieve success, the hotel had to strike the perfect balance of driving genuine local support and national intrigue. With risks of not resonating with both audiences every step of the way, the brand needed to find a way to dive into the deep end with a big splash that didn’t rock the boat.
With local buzz and questions circulating before hard hats even entered the building, we crafted a layered PR strategy leveraging community connections and involvement to build momentum towards a national launch including media relations, influencer marketing and event activations. We engaged local leaders to help shape grand opening plans to best resonate with the community while shining a light on the progressive and innovative creativity going into the project through inspiring storylines. We defined messaging for who the hotel would be and executed media hard hat tours, sneak peeks and exclusive one-on-ones leading up to a multi-day, community-focused series of events designed to bring immediate traffic in the doors and catapult the brand to the national spotlight.
As a result, we had a packed house of 150+ local attendees at the grand opening and secured hundreds of placements across local, regional, national and trade media, spotlighting the new hospitality concept and the building’s local history and importance. Through our multi-faceted approach, the hotel sold out weekend availability before opening its doors and Bolt PR drove more than 95 million earned media impressions within one week of the hotel opening, including coverage with CNN, The New York Times and more. And the fun hasn’t stopped since.