• 
• 
• 
• 
• 

Hotel Sax Chicago : Turning Regular Joe’s into J-Lo’s

Objectives :

As a component of changing the perception of the House of Blues Hotel into the luxurious Hotel Sax Chicago, Zapwater Communications was tasked with creating a modern and cutting-edge luxury campaign without an air of pretension. During the original pitch to represent the Hotel Sax Chicago, Zapwater Communications unveiled its creative concept for Celebrity Rider-Inspired Packages. These packages allowed guests the opportunity to live like celebrities and stay in the most luxurious suites filled to the brim with amenities inspired by the actual contract riders of their favorite celebrities.

Strategy :

Soon after the official opening of the Hotel Sax Chicago, hotel management incorporated the five-star deal into their permanent package selection. Each celebrity-inspired package included a two-night stay and VIP access to Crimson Lounge, located off the lobby of the hotel. Amenities included in the packages were inspired by real life contract riders and the personalities of various celebrities. These packages allowed guests to stay at the Hotel Sax the way celebrities had stayed with them in the past.

For two nights, guests could live like artists from past to present by booking packages that catered to the styles of celebrities like Jennifer Lopez or the Rat Pack. For example, rooms booked with the J.Lo Rider-Inspired Package were filled with white lilies, a drawn bath sprinkled with rose pedals and lined by candles, hot apple pie, a fruit platter and chocolate chip cookies. These were only some of the luxurious amenities offered to create a space that Jennifer Lopez herself would enjoy!

Zapwater Communications heavily pitched the Celebrity Rider-Inspired Package to the press. Rather than focusing solely on local and travel media, Zapwater specifically reached out to national news media in an effort to suggest the package as a component of a “hospitality trends” story.

Result Highlights :

ABC’s “Nightline” loved the story and featured the Celebrity Rider-Inspired Package as part of its recurring “Sign of the Times” segment. The segment focused on news items that flew under the radar of national news, but that represent a changing world, whether by way of economics, lifestyle, politics or other layers of our society.

The program aired with a viewing audience of four million people. The media exposure greatly increased awareness surrounding the Hotel Sax Chicago and the luxurious amenities offered for its guests. In addition, the Celebrity Rider-Inspired Package was perceived as a true innovation for hospitality packages. Several high-profile placements followed, including TIME magazine, Entrepreneur, Chicago Tribune, Chicago Social magazine and Forbes Traveler.