Sofitel New York

PR campaign parlays an ingenious hotel holiday display into a national media splash.

Travel & Tourism

Public Relations // Social Media

With a tower of travel trunks, Sofitel New York took the art of Christmas holiday decor to haute couture heights. And Mower’s travel PR pros ensured the hotel’s inventive idea made an impression—95 million of them, in fact, in the nation’s most prestigious media outlets.

Going out on a limb: This tree’s all trunks. 

The Sofitel New York lobby has always served as a crossroads of art, culture and fashion in Midtown Manhattan. Its rotating exhibitions, ranging from photography to paintings to aluminum dresses, reflect the “art de vivre” at the heart of the French hotel brand. So when it came time to plan its holiday display, the hotel eschewed the traditional evergreen, partnering instead with The Well Traveled Trunk to create a 15-foot Christmas couture “tree” fashioned entirely from vintage Louis Vuitton trunks. Each was at least 100 years old. Each had its own tale to tell of the life and adventure of its former owner. And, in a pop-up-shop experience for the ages, each was available for sale.

Selective media outreach reaps outsized results.

Mower’s PR team engaged media and influencers through targeted pitching and invitations to an intimate and exclusive media event: a Champagne reveal in Sofitel New York’s Presidential Suite. The preview was a resounding success. The story of the Louis Vuitton trunk tower gained national media attention, and social media content across the hotel’s owned channels triggered a flood of positive comments.

We turn brands into friends.

Sofitel New York’s one-of-a-kind holiday display packed a visual punch, to be sure. But it also told a unique story—blending the hotel’s distinctive Paris-meets-Manhattan style with heady dreams of adventure—that captured the well-heeled hearts of its target audiences.

Key Brand as Friend® drivers:

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.