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UNION SQUARE HOTEL & THE MALTESE FALCON

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CASE STUDY: UNION SQUARE HOTEL

THE CHALLENGE:

When Hotel Union Square owners told us they would like to have some media outreach to bring attention to the fact that Dashielle Hammet  wrote the Maltese Falcon while staying there, we said “we can do better than that”.

THE STRATEGY

We threw a huge party with a “Maltese Falcon Characters Look Alike Contest” and After Party at John’s Grill, a restaurant kitty corner from the hotel where Dashielle Hammett dined nightly. We then invited the local media, influencers & celebrities to be the judges, which naturally meant all their co-workers would come to watch and cover the event.

THE RESULT:

We had newscasters, journalists, celebrities, and writers from all outlets as judges and naturally the media came to see and cover the action including SF Magazine, SF Chronicle, San Jose Mercury News, CBS, ABC and many local bloggers and celebrities. We then managed to get the owner of The Actual Maltese Falcon Statue to allow us to rent it and have it art piece shipped from Los Angels, garnering even more attention and write ups.

Local and national beverage promo companies all wanted to be part of the action, giving free martini’s and scotch promotions and more influencer attention.

The contest and after party was a huge success, with packed past capacity attendance (1000+) and contestants and garnering ongoing press for Union Square Hotel, The Maltese Falcon, and John’s Grill for over a month before, during, and after the event.

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