Sage Hospitality chose CM Communications to design and execute a PR and community relations strategy to announce the rebranding and renovation of a 364-room full-service hotel situated on Boston’s north shore. Formerly CoCo Key Water Resort Boston, the hotel was relaunched as a DoubleTree by Hilton following a $16 million dollar upgrade to guest rooms and public spaces, including more than 30,000 square feet of meeting space. CM Communications spearheaded a PR campaign resulting in earned media coverage in The Boston Globe, Corporate and Incentive Travel, an ABC TV News morning segment, and placements in community press among others.
In addition, the agency conceived and managed a ribbon-cutting ceremony that included the planting of two trees to reinforce the rebranding and officially mark the transition. Over 100 political, civic and community leaders joined senior executives from Sage Hospitality and hotel owners, The Lighthouse Group, for a speaking program, hotel tour, and buffet breakfast in the newly renovated ballroom.