Oh, you have a new Romance Package consisting of roses and chocolates? How inspired! Let me alert the Times.
Humdrum travel packages put your guests to sleep — at someone else’s hotel. Where’s the excitement? The originality? The added value?
For media — and guests — big things come in big packages. Here are some of the most major press-yielding packages our agency recently came up with:
Publishing magnate William Randolph Hearst didn’t do anything small — including love. In 1926, he built the elegant Warwick New York luxury hotel for his true love, actress Marion Davies, just across the street from the Ziegfeld Theatre. His largess inspired EMA to create the “Big Heart, William Randolph Hearst-Style” Valentine’s Day package, which included a flower-filled luxury suite, personal photographer to record the stay, and a chauffeured limousine at the couple’s beck and call. Additional elements included a bottle of Cristal served in monogrammed flutes, a couple’s massage, and in-suite dinner. A gift card to nearby Cartier topped it off, because you can’t leave New York without a souvenir. The tally: $21,400. (Spot the Valentine’s Day reference in that figure?)
The package garnered mentions in the New York Daily News, The Huffington Post, Refinery29, CNN.com, Forbes Travel Guide, Elite Traveler, Business Insider, and a slew of travel sites.
Palm Beach Marriott Singer Island Beach Resort & Spa brings Palm Beach’s legendary glam lifestyle to life with the “Live the Life of Luxury” package. Checking in to the 2,160-square-foot Presidential Suite — encompassing two king bedrooms, a 100-square-foot wraparound balcony overlooking the ocean, a media room, and a dining area — the four guests will be greeted with Champagne and hors d’oeuvres. Full butler service will take the worry out of unpacking luggage, pressing clothes and shining shoes. With limo transportation throughout the three-night stay, guests will be entertained with exotic meals and an eight-hour yacht cruise — a bargain at just $27,000!
This package turned the engines of USA Today, The Huffington Post, The Palm Beach Post and dozens of travel blogs.
In 2014 — with Super Bowl XLVIII happening just over the bridge in East Rutherford, New Jersey — Sofitel New York offered the “Sofitel Ultimate Super Bowl Experience.” On top of 20 tickets to the big game, the package included 10 luxury suites for three nights, group transportation to and from the game and airport, and breakfast for everyone at the hotel’s Gaby Brasserie Française. The price tag? $100,000.
The “Sofitel Ultimate Super Bowl Experience” earned international coverage, collecting more than 52 million impressions.
While lavish packages are typically not high-volume sellers, their impact on business is undeniable. In the end, it’s much more likely a guest will spring for your $125 Romance Package — but it will be because your wildly inventive offerings made an impression on them in HuffPo or CNT, and they know they’re staying somewhere first-class.