NEW YORK, Feb. 27, 2015 /PRNewswire/ — Boston advertising firms CerconeBrownCompany and The Fantastical were honored at the 58th Annual Adrian Award Gala from the Hospitality Sales & Marketing Association International (HSMAI) prestigious 2015 Adrian Awards for “More New York Than New York,” an integrated international brand campaign for Row NYC.
Other winners last night included Booking.com television campaign “Epic” (Wieden+Kennedy); Hilton Worldwide “Be A Weekender” (Publicis); San Diego Zoo’s “Koalafornia” (M&C Saatchi); and Brand USA“USA Culinary Guide” (Miles). Given since 1957, the Adrian Awards is the hospitality, travel and tourism industry’s top advertising, digital marketing and communications honors, hosted annually by HSMAI and named for its creator, Adrian W. Phillips. The competition has always been a showcase and benchmark of best practices in hotel and travel-related marketing and media.
The Row NYC’s “More New York Than New York” campaign served as the advertising launching pad for the rebrand of one of New York City’s most historic hotels, formerly The Milford Plaza, situated in the middle of Times Square, the Theater District and Restaurant Row.
From brand research, lead creative strategist Erika Brown from CBC identified a powerful connection of today’s Times Square with the New York’s mystique, particularly that of the city’s 1970s and 1980s as seen through the iconic photography of paparazzo photographer Ron Galella, especially for an international audience.
“We were especially inspired by Mr. Galella’s images that chronicled NY nightlife, featuring candid shots of Mick Jagger, Jacqueline Kennedy, Dustin Hoffman, Grace Jones and countless others over NY, including the hotel,” said Brown. “That inspiration blossomed beyond the campaign to a unique partnership with Mr. Galella that celebrated his art, his voice and his connection to what has become modern celebrity culture.”
The campaign positioned the hotel squarely at the center of the pulsing excitement of New York City, which research showed was the singular driver of tourists that are the lifeblood of hotel. “More New York Than New York” evoked a decidedly modern version of Mr. Galella’s image style, featuring an ensemble that included model Lizzy Jagger, daughter of Mick Jagger and Jerry Hall (frequent features in Galella’s NY nightlife image library from the 70s and 80s).
The caught-in-the-moment style and was shot by famed Brazilian fashion photographer Marcelo Krasilcic. The voice of the campaign was confident, bold, fun, glamorous, smart, with support lines such as, “Living in the center of the universe has its perks. Even if you only live here for the weekend” or, “When in Rome do as the Romans. When in New York do as you please.”
“The hotel’s promise to guests is about putting a finger on the pulse of New York,” said Michael Ancevic, founder and creative director at The Fantastical. “So the campaign was was really about capturing that energy and glamor and bringing it to life.”
The print campaign launched in April 2014 and ran in high-end domestic & international print media includingNew York Magazine, Glamour, Harper’s Bazaar, GQ and Tatler; digital media such as nymag.com, USA Today, Pandora, global online networks; and out of home billboards in Times Square. The campaign was also supported with PR, social media and promotions, executed by partner agencies.
Staying true to the inspiration, CBC partnered with Mr. Galella to publish an art book (“Ron Galella New York”) published by Damiani and distributed by ARTBOOK DAP. The partnership with Mr. Galella also included in a curated permanent 300+ digital image, large format gallery in the hotel’s lobby.
About CerconeBrownCompany Founded in 2001, CerconeBrownCompany provides unified communications programs, including brand positioning, advertising, media relations, social media and online marketing, to brands that reach engaged consumers. Clients and experience include Rockport, TomTom, Boston Logan International Airport, Luminox, adidas, Orvis, BioScriptives, Dr.Hauschka Skincare, Sperry Top-Sider, K2, The Timberland Company and Quiksilver. For more information, visit www.cerconebrown.com or www.facebook.com/CerconeBrown.
About The Fantastical The Fantastical is a Boston based creative agency that creates highly branded and highly effective brand experiences by combining reality with something magical. They define and create great brands by developing an authentic voice across all media channels: digital, social and traditional branding. The agency is comprised of highly experienced creative tier-one agency brand builders and orchestrators founded by award-winning Creative Directors Michael Ancevic and Steve Mietelski. For more information please visitwww.thefantastical.com.