Promoting Fort Wayne's First Boutique Hotel with Modern Strategy and Midwest Charm
Earned Media • Influencers
provenance
A Provenance Hotel expresses the richness of their individuality and the communities they call home, illuminating the bright talent that they work alongside each day, the structures they bring to life and the ingenuity of the partners who share their values.
BACKGROUND
Manage 14 independent hotels across Washington, Oregon, California, Louisiana, Tennessee, Massachusetts and Indiana
Believe in people first, hoteliers second
Pull in the essence of the communities they’re located in into their properties through art, food and talent
The Bradley is the first hotel the company has opened in Indiana
From Birdie’s rooftop bar to its thoughtfully designed rooms and locally sourced art, The Bradley effortlessly combines comfort and creativity to tell its story and that of Fort Wayne.
— Provenance
EARNED MEDIA CAMPAIGN HELPS DRIVE AWARENESS OF FIRST FORT WAYNE BOUTIQUE HOTEL
When Provenance finalized their plans to open a new property in Fort Wayne, Indiana, they immediately began looking for an earned media partner that was familiar with the new community and chose Bohlsen Group. The partnership’s goal was to drive awareness of the new property, The Bradley, Provenance, and their partner, Barbara Bradley Baekgaard, Vera Bradley’s co-founder and the co-owner of The Bradley property.
Bohlsen Group set out to bring to light the Midwest charm and modern design sensibilities The Bradley provided the urban center of Fort Wayne. As the first boutique hotel to the area, the community shared in the excitement, and Bohlsen Group took advantage of this through various local media and influencer engagements. At the grand opening, Bohlsen Group hosted a media tour to maximize media exposure of the new property, and brand representatives were available for interviews throughout the day. Bohlsen Group managed to secure interest with every TV station and every major print/online publication in Fort Wayne, and all publications attended the grand opening media tour. After The Bradley’s grand opening, Bohlsen Group continued pitching efforts on a national and international level.
Earned Media Results
Garnered 111 placements from earned media efforts leading to placement in publications such as Midwest Living, Hotels Magazine, and Hospitality Design.
Over 5.2 million potential impressions were earned from coverage locally, nationally and internationally.
Coordinated three media stays at the property, with two planned for 2022.
Photos provided by Provenance