Exploration of Marketing opportunities around the 2015 Opening of 3 EVEN Hotels NYC

Whole, Happy, Well

IHG introduced the EVEN Hotels brand in 2013, pinpointing a unique opportunity to offer an entire

hotel experience focused on wellness

Emphasis on 4 Guest Experience Components:

Eating Well Resting Easy

Keeping Active Accomplishing More

Existing Properties

Norwalk CT Rockville, MDInaugural 129-room property,

opened Feberuary 20142nd 167-room property, opened August 2014

Avg. $155/night Avg. $125/nightreviews: trip advisor & ing reviews: trip advisor & ing

located in the “fittest metro area in the U.S.”

located at the center of the capitals’ federal and advanced

technology marketplace

is coming to NYC in 2015!

According to the NYT, the number of hotel rooms in the city is expected to surpass 100,000 for the first time in 2015, up more than

30,000 since 2006. !

Despite all the construction, hotel operators have managed to keep filling their rooms at higher prices. The 2014 average rate paid for a

hotel room in the city was $266 a night

NYC is one of the most competitive hospitality landscapes in the world

!

How do we adapt the EVEN business model to fit the landscape?

What is and isn’t working in the current locations ? !

!

What will have to change to adapt to NYC consumers and

landscape?

what people are saying about EVEN hotels:

• The 2 initial properties got little publicity on both local and national level (research found only USA today article focusing on general improvements in hotel fitness facilities and a few business announcements discussing expansion and real estate details)

Challenge #1 EVEN needs heavier unpaid/earned media exposure

• Print & Television: Position EVEN’s NYC Openings on the radar of pubs spanning a variety of demographics - high and low

• Engage publication PR departments for a wide range

• Health & Fitness (Fitness, Shape, Men’s/Women’s Health)

• Travel & Leisure (Conde Nast Traveller, Saveur, Budget Traveller, the Travel Channel)

• Local Lifestyle (TimeOut NY, New York Magazine, 1stLook on NY1)

Recommendation #1: Explore all local and national PR opportunities on a 360 scale (print, television, digital, radio, OOH)

• Little advertising (digital and otherwise) exists for the new concept

Challenge #1 EVEN needs more focused, targeted paid media buys

• Banners running on fitness and travel blogs that show facilities

• Billboards positioned in commuter-heavy areas (Penn Station, Grand Central - on trains and in stations)

• Collaborate and cross-promote with local fitness centers and restaurants

Recommendation #2: Choose creative, focused media buys and collaborations

!

• There are social media presences (facebook, twitter), but content consists mostly of general wellness information rather than tips and advantages specific to the property - tells users how to help themselves rather than how EVEN can help them

• wellwellwell.com, EVEN’s minimally branded website, provides limited, poorly curated information and is not yet available as an app

Challenge #3: EVEN’s social media and websites are too broad - lack focus on existing properties and to be more interactive and engaging

• Link all tips back to the brand - for example, write a blurb/link to article on how cross-fit it sweeping the nation, then show all cross-fit boxes located close to EVEN Hotel properties and equipment you can use within the Hotel to do your own WOD on-the-go

• Create posts inviting guests to engage (photo sharing on how you used your EVEN in-room gym, healthy room service, etc)

Recommendation #3: Curate social media pages to engage multiple target demographics and feature news about specific properties

!

• wellwellwell.com, EVEN’s minimally branded website, provides limited, poorly curated information about general health, and cities in which the hotel is located (mixed up with cities with no EVEN locations)

• there is no available app for the hotel chain and wellwellwell.com is not supported for mobile devices

Challenge #4: EVEN’s brand is not accessible on the go and don’t show possibilities for travelers beyond the confines of the property

• App should feature all information pertinent to each location, have search filters that cater to the EVEN user, and have user-friendly maps that feature links and special health features (how many calories would you burn if you walked to the location?)

• Collaborations with ClassPass and other paid fitness apps that offer temporary memberships for users which link back to room account

• Wellwellwell becomes all about EVEN - cut superfluous and obvious “tips”

Recommendation #4: Build location specific app and refocus wellwellwell.com

NYC Locations Features

Potential Customers How to engage the target demographics

Midtown East Manhattan, Turtle Bay

NYC Location #1

• Most attractive option for business travelers and families.

• Entertainment/Sports/Convention Center Venues: - Rockefeller Center

• Transporation: - Grand Central Station - Airport Shuttles

• Shopping/food - 5th Avenue

• Fitness/Outdoor Facilities:- Central Park- Reebok Crossfit 5th Avenue- Bikram Yoga Grand Central - Soul Cycle

NYC Location #2: Midtown Manhattan, Garment District/Turtle Bay

Midtown East, Grand Central Sample Personal

• Who they are, what they want, why EVEN Hotel can fulfill their need, and how to reach them

• Parents Visiting from Out of Town: - took the train from Boston, MA for a night to visit their newly married son and his wife, both residents at Lenox Hill Hospital - they are on the more frugal end of the spectrum - both retired - so appreciate a good value - have a small dog they prefer not to leave with a pet-sitter - they will be visiting, running around, dining out, so they don’t spend too much time in the room but when they do they want cleanliness comfort and a good night’s sleep - an opportunity to recharge from spending time visiting in the newlyweds’ cramped nyc apartment - mom does yoga and pilates a few times a week and is conscious about what she puts into her body (mostly organic, whole grains, healthy fats, small portions) - dad likes to do a morning push-up, sit-up, quick weight routine and the occasional jog - isn’t too picky about food but tries to keep his sugar intake down

• What EVEN can give them: - EVEN is located close to Grand Central Station and affordable airport shuttles, eliminating the need for pricey cabs - EVEN is one of the most competitively priced hotels on the market and ensures IHG quality with unique, personalized feel - EVEN is pet-friendly - they don’t have to worry about leaving their pet with a stranger and can take care of him themselves - EVEN prides itself of strong customer service and a serene environment perfect for harried, older travelers trying to keep up with the city’s pace - In room fitness facilities give both mom and dad everything they need to stick to their morning fitness routines with ease and comfort

• How EVEN reaches the team: - Paid: Banners on AARP website and budget travel sites - Earned: Feature on one of the prominent morning variety/news programs as one of the top hotels for activity and relaxation

Midtown Manhattan, Garment District

NYC Location #2

NYC Location #2: Midtown Manhattan, Garment District

• Most attractive option for Business Travelers. Garment District is located within one block of Penn Station close to all fashion houses distributors, broadway shows, Madison Square Garden, and Javits convention center. Not as many fitness and health food options put the convenience of gym and nutrition which EVEN offers.

• Entertainment/Sports/Convention Center Venues: - Madison Square Garden- Javits Center- Atlantic Terminal Mall

• Transporation: - Penn Station- Gowanus Canal

• Shopping/food - Herald square- Times Square

• Fitness Facilities: - Reebok Crossfit 5th Avenue- Bikram Yoga Midtown - Broadway Dance Center

Midtown East, Penn Station Personas

• Who they are, what they want, why EVEN Hotel can fulfill their need, and how to reach them

• Business Traveler in town for a Convention: - Nutritionist in town for Health and Wellness convention at Javits Center - She runs her own business so has a limited travel budget- Set aside an extra day to shop and see a concert at Madison Sq. Garden - She is vegan and extremely selective with her diet- She is an avid runner and soul cycler- Interested in holistic medicine (massage, acupunture, etc)

• What EVEN can give them: - EVEN is located within walking distance from the convention center, major shops, and MSG-The EVEN menu caters to all diet restrictions and has delicious vegan options- Rates are competitively low, perfect for the single traveller- She can run at the state-of-the-art EVEN gym on her own schedule and catch a class at a nearby Soul Cycle

• How EVEN reaches the business traveller: - Banner all Javits center convention sites- Develop relationship with Soul Cycle, Barry’s Bootcamp - offer discounts and create visibility- Design app to show all ingredients used in the Cork and Kale menu

Downtown Brooklyn, Boerum Hill

NYC Location #3

NYC Location #3: Downtown Brooklyn

• Kirk Kinsell, president, the Americas, IHG: ”As the third largest central business district in New York City and a strong commercial and residential development market that continues to gain momentum, Brooklyn was a natural and very purposeful location for EVEN Hotels” PR Newswire 12/3/13

• Entertainment/Sports Venues:- Brooklyn Academy of Music (BAM) Harvey Theater - Barclays Center - Atlantic Terminal Mall

• Outdoor Spaces: - Fort Greene Park - Gowanus Canal

• Fitness Facilities: - Crossfit South Brooklyn - Yogasana center for yoga - CKO Kickboxing

Downtown Brooklyn Personas

• Who they are, what they want, why EVEN Hotel can fulfill their need, and how to reach them

• Sports Teams:- Dallas Mavericks team and coach are in town for two days in late January for days to play the Brooklyn Nets at the Barclays Center- Players need good rest, a place to practice morning drills and warm ups, good food for fuel, and a place in close - Team Manager needs to stay on-budget for accommodations

• What EVEN can give them: - EVEN is located within very close proximity to the stadium - no wasted travel time for the team. - Eucalyptis sleep system gives them unparalleled rest, room service from Cork and Kale makes sure they get fuel first thing in the AM and whenever they need trainer stretch or resistance training they can use their in-room work-out area. For in-room workouts they can access the fully equipped gym. - Rates are competitively low and within the budget of smaller teams but up to par for Pros and Club alike.

• How EVEN reaches the team: - Develop relationship with Barclays and BAM’s booking managers- Earned: PR in local publications as best new place to stay - outreach to all to make sure it’s - Collab with promotions at Brooklyn Boulders and Brooklyn Crossfit box

• encourage organic earned placement more than paid - push placement on “best of hospitality and “new/trending announcements” lists on magazines (local and national pubs: TONY, New York, Conde Nast Traveller)

• collaborate on a local level with existing apps and technology such as mind-body and class-pass. Set up discount deals with local vendors - on call masseuses for chair massages, acupuncture, cross fit boxes, gyms, yoga & pilates studios, dance studio. With none of them being on-staff, bottom line is kept low

• ensure segmentation is addressed - there are disparate demographics in the NYC segmentation landscape - we must do extensive market research

• get the social media conversation started about why EVEN is a concept that offers a combination of features few other NYC hotels do: very centrally located space containing clean, efficient rooms with special attention paid to optimizing general wellness when traveling - something that is especially at a premium in the bustling Manhattan metropolis. All offered at highly competitive prices. Completely new formula.

To succeed in NYC we must adapt EVEN to…