Omni Hotels & Resorts sought to streamline communications for its portfolio of 55+ distinctive properties across the U.S. With a mix of iconic resorts, convention center hotels, historic destinations, and dramatic new builds, the brand needed a cohesive strategy that would tell a consistent story while celebrating the diversity and authenticity of the portfolio and the brain trust behind it all.
Magrino set out to position the brand’s leadership as category experts, initiating a robust broadcast strategy and media tour that would make its corporate executives a go-to resource for both consumer and business press. By implementing monthly, all-property communications calls, we developed a culture calendar for trend stories that would feature multiple resorts under a single narrative for the first time. A series of creative, brand-led programs would further connect an otherwise disparate portfolio leveraging the overall brand positioning while giving each property an identity.
With the first 60 days Magrino secured national segments on FOX Business, Bloomberg News, and Yahoo! Finance, kicking off A-List thought leadership coverage that continues today. Within the first year, the brand enjoyed more than 1.5B media impressions including coverage in Travel + Leisure, The New York Times, The Wall Street Journal and even Vogue. Magrino secured brand partnerships with SCOUT Bags and Chef Lior Lev Sercarz to grow the Omni audience, and kicked off a hot air balloon tour to fight food insecurity as part of the brand’s ‘Say Goodnight to Hunger’ program, resulting in more than 20 broadcast segments in key markets across the U.S. The launch of Omni PGA Frisco Resort would be the brand’s most successful to date.