Re-Launching a historic landmark

When The Langham, Boston closed in April 2019 for renovation, the plan was to reopen in March 2020 as a new American classic hotel in the heart of Boston.

Nearly two years later, LDPR was brought back on amidst the pandemic to promote a splashy opening for the hotel, which was met with challenges due to the city’s strict building restrictions that prevented the team from conducting media hard-hat tours, obtaining imagery pre-opening, or even entering the space before it opened its doors to guests.

Despite these challenges to build buzz during our pre-opening agreement, LDPR was determined to make an impact and set out to secure a first exclusive photo feature with a top national news publication, first exclusive stay feature with a top national travel publication, restaurant opening exclusive with a local culinary outlet, and day-of-opening broadcast segments with multiple local stations. The team fought against the current and leveraged its local, regional and national media relationships to secure a strong mix of print, broadcast and digital coverage addressing the historic hotel’s new curated art collection, cuisine, and status as a new American icon.

Results:

• A first exclusive “first-in” feature with Condé Nast Traveler online, image first exclusive story in The New York Times’ T Style Magazine, restaurant opening exclusive with Eater Boston, and broadcast features for WBZ Boston and The Chronicle.

• Throughout the course of the 9-month program, LDPR secured 46 placements resulting in more than 193 million impressions and a PR value (print & broadcast) of more than $791,000, excluding forthcoming placements.

• Feature stories in: Travel + Leisure, Inclusion in Travel + Leisure’s It List, Condé Nast Traveler Hot List, LUXURY Magazine, DuJour and 8 more ran post-opening contract.