Case Study: The Curtis Hotel

Reopening a Denver Destination

Overview

The Curtis, a Doubletree by Hilton Property, is a retro-chic lifestyle hotel located in the heart of Denver’s vibrant downtown, serving as a passport to the city’s thriving art scene, live sports and downtown attractions. The Curtis offers 336 modern, pop-culture-infused guest rooms that feature custom art, sleek furniture and a Hilton Sweet Dreams Bed, in addition to 28,000 square feet of versatile event space. The Curtis initially hired Crowe PR in 2019 to drive awareness of their $1M lobby renovation, but after COVID-19 closed the hotel, the assignment evolved into a reopening campaign.

Services

  • Public Relations
  • Thought Leadership

Challenge

The Curtis unveiled its renovation in February 2020, but when COVID-19 hit in March 2020, the hotel had to close. The Curtis then reopened in July 2020 to strict safety protocols and ever-changing restrictions, but occupancy was low. The hotel and hospitality group tasked Crowe PR with driving awareness for the hotel reopening via media coverage as well as coming up with creative and strategic initiatives to drive travelers to the hotel during a time of uncertainty when travel was limited.

Approach

Due to travel restrictions, Crowe PR developed creative angles to position the hotel as a safe travel destination, targeting both local and the drive markets, and national media outlets. Our team highlighted the safety precautions and protocols The Curtis had put into place, such as the Hilton CleanStay program, and positioned its executive team for thought leadership opportunities around ways the hotel adapted and to input on the worldwide discussion around pandemic travel.

Crowe PR placed heavy emphasis on crafting packages and programming tailored to pandemic travel – ones that would allow guests to safely come to the property and have a great experience. For example, our team presented a ‘Micro-Wedding’ offering for those who had to postpone or alter their weddings in 2020 that followed the city guidelines for events during that time. Additionally, The Curtis created multiple COVID-safe packages, including a remote work offering and a ‘Choose Your Adventure’ package in the fall of 2020 allowing guests to rent out an entire floor of the hotel for 12-24 guests and create a customized event of their choosing, such as laser tag, murder mystery party or a silent disco. The Crowe PR team promoted these packages and offerings to media, while still positioning the hotel as a safe
destination.

Results

Following the reopening of The Curtis, Crowe PR garnered strong placements in key publications, both locally and nationally, resulting in direct ROI and bookings for the hotel. In summer of 2020, we secured coverage around the reopening in outlets such as Travel Weekly and Denver Business Journal, which included interviews with The Curtis team in the article. Our focus on programming and packages that offered a safe solution for traveling paid off, and resulted in placements in Forbes, LODGING, Rolling Stone and more. We secured multiple stories around the ‘Choose Your Adventure’ package, including Fodor’s Travel and Travel + Leisure, an article which was responsible for driving nearly $30K in revenue for the hotel in a matter of weeks.

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Pieces of Coverage to Date

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Sales in October 2020 for the Choose Your Adventure Package from our Travel + Leisure Placement Alone

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Pieces of Coverage in High Domain Authority Outlets