Magnolia Hotels Wins Platinum HSMAI Adrian Award
Jan. 30, 2008 (DENVER)—Executives from Magnolia Hotels can attest that little sticky notes create big impact, after being presented with the Platinum Adrian Award—the highest honor—at the Hospitality Sales and Marketing Association International (HSMAI) Adrian Awards Gala, hosted Jan. 28 at the New York Marriott Marquis. The Denver-based hotel company received the top honor in the category of Advertising: hotel, chain, affiliated group or franchise system.
“We are excited that our campaign received this major recognition by HSMAI,” said Mike Pratt, vice president of sales and marketing for Magnolia Hotels. “The campaign was simply a fun, catchy way to call guests’ attention to other amenities and services offered at our hotels. I’m a firm believer that the industry should shift toward a more light-hearted approach to direct consumer marketing and advertising. After all, we are in the business of making sure people have a good time while they’re visiting our cities.”
The Magnolia Hotels’ campaign consisted of five sticky notes, each highlighting a different service or amenity offered at the hotel. One note pictures a crazed chef and says “He’s Gonna Flip!,” promoting the hotel’s cooked-to-order omelets. Another pictures a man peering out from the confines of a trash can, and says “Looking for a Buddy?,” encouraging guests to mix and mingle at the hotel bar, but warning “just don’t get trashed.” Another note depicts a frazzled executive, and reads “OMG, where’s my blackberry?,” encouraging guests to take a breather and try a blackberry martini in the hotel’s bar. Other sticky notes help market the Magnolia’s room service offerings, the 24-hour fitness centers, and complimentary cookies and milk buffet served nightly from 8 p.m. to 10 p.m. All of the notes were designed to give tongue-in-cheek humor, and be a lighthearted way of marketing the hotels’ many on-site offerings.
Sticky notes are placed by housekeeping staff on unexpected places, such as bathroom mirrors, doors and desktop phones in the guestrooms. The notes help alert guests to offerings that they might otherwise be unaware of, unless they read the guest directory.
The sticky notes were co-produced by Magnolia Hotels and JB Islander, a Castle Rock, Colo.-based advertising agency. JB Islander handled the design and production, combining bold headlines and catchy text with fun imagery to create the unique four-inch by three-inch notes.
Accepting the Platinum Award in New York on behalf of Magnolia Hotels was Mike Pratt and Brent Subia, owner of JB Islander.
The Magnolia hotels are upscale boutique hotels catering to the sophisticated traveler. Magnolia hotels are operated by Denver-based Magnolia Hotels, a real estate development and hotel management company concentrating on the redevelopment of historic properties into elegant hotels in central business districts. The company currently operates Magnolia hotels in Denver, Dallas, Houston and Omaha and is exploring other markets for additional growth opportunities. Magnolia Hotels also is actively seeking to acquire new hotel management contracts. For more information, visit www.magnoliahotels.com.