Row NYC Hotel

More New York Than New York integrated campaign

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

  • This launch video highlights the global campaign for Row NYC Hotel in partnership with Cercone Brown Company featuring supermodel Lizzy Jagger, the Godfather of paparazzi Ron Galella and fashion photographer Marcelo Krasilcic. Watch here or scroll for more.

    This launch video highlights the global campaign for Row NYC Hotel in partnership with Cercone Brown Company featuring supermodel Lizzy Jagger, the Godfather of paparazzi Ron Galella and fashion photographer Marcelo Krasilcic. Watch here or scroll for more.

  • The More New York Than New York lifestyle is being brought to life in many ways including pre-roll brand lifestyle digital video units.

    The More New York Than New York lifestyle is being brought to life in many ways including pre-roll brand lifestyle digital video units.

  • Global print and digital example.

    Global print and digital example

  • Global print and digital example.

    Global print and digital example

  • Global print and digital example.

    Global print and digital example

  • The campaign rolled out with a Times Square billboard takeover featuring Lizzy Jagger. The boards signal to the neighborhood and the 50,000 citizens of the world that come there each day, that the Row NYC hotel has arrived.

    The campaign rolled out with a Times Square billboard takeover featuring Lizzy Jagger. The boards signal to the neighborhood and the 50,000 citizens of the world that come there each day, that the Row NYC hotel has arrived.

  • The campaign rolled out with a Times Square billboard takeover featuring Lizzy Jagger. The boards signal to the neighborhood and the 50,000 citizens of the world that come there each day, that the Row NYC hotel has arrived.

    The campaign rolled out with a Times Square billboard takeover featuring Lizzy Jagger. The boards signal to the neighborhood and the 50,000 citizens of the world that come there each day, that the Row NYC hotel has arrived.

  • The 3 boards are half a block in total in the middle of the busiest neighborhood in the world.

    The 3 boards are half a block in total in the middle of the busiest neighborhood in the world.

  • Global print and digital example.

    Global print and digital example

  • Global print and digital example.

    Global print and digital 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 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 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 just honored at the 58th Annual Adrian Award Gala from the Hospitality Sales & Marketing Association International (HSMAI) prestigious 2015 Adrian Awards.