Refashioning and Rebranding The Surrey hotel
Following a 14-month, $60 million refashioning, Parasol oversaw the hugely successful re-launch of the Surrey Hotel into the cluttered and highly challenging New York luxury hotel market.
Parasol's strategy focused on high-profile regional and national travel and lifestyle editors, and included pre-opening "hard hat" tours, Q&A sessions with the hotel's interior designers, overnight media stays, and a range of additional "behind the scenes" media events.
Results of Parasol’s multi-platform re-launch campaign included headline coverage in a wide range of national and region outlets, including Travel + Leisure, Conde Nast Traveler, Robb Report, Bon Appetit, Food & Wine and Town & Country, among others, generating over 213 million unique impressions. In 2010, Parasol was awarded with an HSMAI Award for Public Relations & Marketing excellence at the prestigious Adrian Awards.