launching a new hotel and signature restaurant

Client

The Verb Hotel and Hojoko

Challenge

Denterlein assisted three development partners, including the team behind the Mandarin Oriental, who chose to transform a Howard Johnson into The Verb Hotel. Denterlein provided strategic communications support to the team, beginning with the new hotel’s inception, through brand identity and launch in August 2014. Denterlein continues to provide public relations and marketing support today.

Approach

Denterlein pursued coverage in local news and extensive primary lifestyle outlets. We also helped the new hotel establish relationships with journalists, editors and influencers, with a goal of driving significant brand awareness in Boston and internationally. Denterlein managed local media leading up to and through the opening of The Verb Hotel’s signature restaurant, Hojoko, the latest offering from James Beard Award-winning Chef Tim Cushman and Cushman Concepts.


Results

While managing all local and regional public relations for The Verb Hotel, Denterlein generated significant earned media coverage in key outlets, including a front-page feature in the Boston Globe, a lifestyle section cover feature in the Globe’s G Section, and extensive coverage in all primary target lifestyle outlets. We achieved consistent coverage in the year leading up to the restaurant’s opening, and executed a strategy based on strengthening local relationships to secure features in outlets including Boston magazine, Improper Bostonian, Eater, and Zagat. In addition to working closely with the in-house marketing and PR teams at the hotel and Hojoko, we collaborated with a counterpart firm for national coverage to ensure seamless messaging and meaningful coverage in key markets.