|Wentworth By the Sea Hotel & Spa, New Castle NH
The return engagement of this fabled star required measured, careful exposure.
The case of the renaissance of Wentworth By The Sea Hotel & Spa was an unusual PR challenge. (Wentworth media kit online at: www.wentworth.com)
A measured program of publicity designed to reintroduce this grande dame, one of the last grand seaside resorts in America, started eight months before opening. But at an event staged two weeks before opening, recognizing the Friends of Wentworth and the hotel as 'the poster child for historic preservation' during the joint celebration of National Tourism Week and the National Trust for Historic Preservation's National Preservation Week, it became clear to the owners that careful management of media demand would be as important as getting exposure. Three television stations and four newspapers turned up. When the very first guests arrived on May 17th to check in, WMUR, WCSH, WGME, NECN and NHPTV crews were on hand along with photographers from the Portsmouth Herald and Fosters. They all returned in June for the ribbon cutting. WMUR's Chronicle hosted a week's worth of programs from a base of Wentworth By the Sea.
Within a month, reporters from The Boston Globe, USA Today and Yankee had all visited, each receiving individualized, personal attention and follow-up.
PR initiatives have included the Portsmouth Peace Treaty 100th Anniversary celebration in 2005 and the "New Hampshire Grands Holiday Dinner" at the James Beard House in Manhattan in 2007.
To date Wentworth By the Sea has received over $2 million in publicity, as well as placements on dozens of travel websites, thanks to careful publicity management and guidance.
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