More New York Than New York.

Our Adrian Hospitality award-winning “More New York Than New York” global multi channel platform was developed to telegraph that the Row NYC delivers on the quintessential NYC Times Square experience like no other. The campaign, featuring supermodel Lizzy Jagger, was meant to evoke a modern version of the glamorous bygone era of NYC socialite and rockstar glam. See work below or click to read the case study.

More New York Than New York creative

Initial buzz helped generate word of mouth

Case study video

Global fashion print example

Global fashion print examples

Global print and digital example

Times Square billboard takeover

Design example

Lifestyle video example

The campaign has generated a tremendous amount of interest and has garnered huge National and International press coverage for the hotel behaving as a multiplier for media and pr efforts.

The hotel now has a social platform to truly be in the middle of the middle of it all. The reinvention has put the hotel firmly in the spotlight for what's happening in Times Square. One example of this is a blog that highlights who's who and what's happening in Times Square.

The Challenge

Help reinvent a historic yet aging NYC hotel and signal to the world that the reinvented hotel, the Row NYC, is located in the middle of the middle of it all to a target that seeks to have the quintessential NYC Times Square experience.

The Solution

We launched “More New York Than New York” campaign for the Row NYC Hotel. A major re-invention for the iconic Times Square hotel created in partnership with Cercone Brown Company featuring supermodel Lizzy Jagger, the Godfather of paparazzi Ron Galella and Brazilian fashion photographer Marcelo Krasilcic. The hotel enjoys a global guest mix with guests from Europe and South America representing a large number of the stays there. For many of them it’s a once in a lifetime opportunity to stay in Times Square, in the middle of the middle of it all in NYC. The campaign was meant to evoke a modern version of the glamorous bygone era of NYC socialite and rockstar glam. Watch the launch video and see some of the work below to learn a bit more about our unique strategy for the hotel.

The Result

The campaign has been incredibly well received across the globe and has been written about in countless premier travel and fashion magazines throughout the US, Europe and South America. Because of the repositioning, the property now has a long lasting and refreshing brand platform to build upon and continues to have industry leading occupancy rates.

The campaign was honored at Adrian Award Gala from the Hospitality Sales & Marketing Association International (HSMAI) prestigious Adrian Awards.