About

The Betsy-South Beach is a luxury, boutique hotel that is the only Forbes’4 Star, 4 Diamond, AAA-rated Boutique Hotel in Florida, and is consistently rated one of the top literary hotels in the world by top media. On a mission to redefine hospitality, the heartbeat of the hotel is its PACE programming, which weaves philanthropy, arts, culture and education through every aspect of the hotel experience.

Challenge

As a boutique hotel undergoing renovations to include a new wing and better amenities, the Betsy was faced with the challenge of communicating to loyal hotel guests that through the renovations, the hotel will stay true to its literary and intimate feel. In addition, committed to redefining hospitality, The Betsy wanted to continue efforts to attract travelers from around the globe as the destination top-rated Boutique Hotel in Florida.

Solutions

Vine was brought-in for the communication efforts once the renovations were already underway. Vine’s plan of action was to use The Betsy’s business appointments and PACE program to foster attention in the local media and communicate that through the renovations, current programming and initiatives that make the hotel unique would not change.

Vine also recognized the opportunity to receive national coverage as the top hotel destination in Florida by inviting social media influencers and bloggers to stay at the hotel and share his or her experiences with their followers.

Results

  • PACE program coverage in all of Miami’s top arts and culture outlets, including Miami New Times, SFL Insider and Miami.com.
  • Media stay from Real Housewives of NYC cast member and entrepreneur, Kristen Taekman to help bring awareness to other travelers about the unique and rewarding experience that The Betsy offers. This resulted in a photo-shoot at the hotel for Kristen’s lifestyle and travel blog, Last Nights Look, prompting her to start a new travel series and replicate her stay at The Betsy South Beach in other cities. The feature was an immediate success and drew a 75% increase to her website.
  • Coordinated a dinner for Kristen and Heather Thomson of Real Housewives of NYC at BLT in the Betsy, to further gain exposure via social media about all of the great amenities the hotel has to offer.
  • Suggested The Betsy hosts a very intimate media preview of Kristen’s nail polish line, Pop of Color, for local beauty and fashion bloggers to tap into a new untapped group of media that the hotel had not particularly collaborated with in the past.