Uniting Luxuries for Increased Publicity
As a true hidden gem in midtown Manhattan, The Marmara Park Avenue luxury hotel opened its doors and breathtaking 670-piece faceted-steel vestibule in June 2016. With five-star guest accommodations, this luxurious Turkish property’s primary focus was (and still is) to provide a stellar guest experience.
Recently, Marmara Park Avenue decided to spread its Turkish wings and allow New York City locals to experience the subterranean wellness center, which had previously been exclusive to hotel guests only. The wellness center contains a lap pool, massage parlor, 24-hour fitness center, locker rooms, experiential showers and of course the only authentic traditional Turkish hammam in New York City.
As a publicist, this news perked my attention. Sure, media would certainly find this valuable, but my sights were set on an even perkier opportunity. In recent months, Marmara Park Avenue had informed us that they were having partnership discussions with Naturopathica and NOMI Beauty to provide extra amenities, and the deals to do so were finally in place. Upon recollection of this, an elegant new idea flickered on: Combine the forces and announce the news!
In order to leverage media relationships on behalf of Naturopathica and NOMI Beauty, we at NJF thought it would be wise to incorporate them into the organization of a wellness launch event highlighting the new public availability of Marmara Park Avenue’s Turkish hammam. We invited editors from top beauty and wellness publications as well as top travel and lifestyle publications to join us in The Marmara Park Avenue’s wellness center to receive complimentary hair and makeup treatments provide by NOMI Beauty. In addition, our guests would be treated to massages and product sampling provided by Naturopathica and cocktails and light bites provided by OneOneFour Bar & Lounge.
After being pampered and primped for the evening, media representatives were provided with tours of the hotel’s penthouses and then ushered to the hotel’s new rooftop bar, where Marmara Park Avenue’s in-house DJ took the scene, harmoniously wrapping up an evening of pure bliss.
By publicly aligning the Marmara Park Avenue brand with the Naturopathica and NOMI brands, NJF successfully tapped into the beauty and wellness industry, expanding our traditional travel and lifestyle outreach to those who typically wouldn’t be aware of a five-star New York hotel and its luxury amenities.
For this client, we are tasked with producing engaging advertising in order to maintain consistent press coverage. As a result of our launch event, we were able to create conversations and secure treatments for top editors at Allure, Cosmopolitan, Departures, Essence, Good Housekeeping, Goop, Harper’s Bazaar, Men’s Fitness, New York Post, The Oprah Magazine, Refinery29, Robb Report, Town & Country, Travel +Leisure, Vogue and many more, which will all potentially lead to increased coverage for Marmara Park Avenue.