THE BENJAMIN - REVAMPING THE SLEEPY HOTEL WITH SCIENCE
For years, The Benjamin was a trusted name among business travelers in the NYC market. However, over the course of years of wear, new competition was stealing market share and forcing the hotel to sell more rooms through the online travel channels, which greatly reduced profitability.
Hotel management sought to drum up excitement among a younger generation of business travelers with a $10 million renovation, but a new layer of paint, carpets and soft goods wouldn't be enough. Pink Graffiti's Cole Hernandez was asked to revamp The Benjamin's sleep programming to create media buzz. The existing program was considered gimmicky by journalists who often questioned the validity of the sleep programming and sleep concierge's training.
With the media hype surrounding corporate work fatigue, sleep was becoming a trending solution to stress, anxiety and lack of productivity in the workplace. Pink Graffiti's Cole Hernandez sought to revamp the sleep program with a true science-based approach to the sleep program. She partnered with Co-author of Sleep for Success and Cornell-trained sleep medicine expert, Dr. Rebecca Robbins, to develop a new sleep program and act as the media spokesperson for The Benjamin.
The new science-based sleep offerings would be re-envisioned to include:
- Top ten curated pillow menu by sleeper type
- 24/7 Sleep Team
- Bedtime Bites
- Winks' Kidzzz Club for our youngest guests
- Work-down and wake-up calls
- Rest & Renew menu for best sleep solutions
Instrumental in evolving the brand, Cole implemented a successful public relations strategy that integrated with the over-arching brand strategy and expanded efforts to broadcast and national media. The campaign made a huge impact with more than 1.4 billion media impressions, including media in key outlets aimed at the target audience, including The New York Times, British Airways' High Life, CBS This Morning and ABC News.