The importance of being first: a royal lesson
When Prince William and Kate Middleton became engaged, it presented an opportunity to have some fun while building business for one of our hotels. Tagging Suzie Mills, the British-born general manager of Trump International Hotel & Tower New York, we created the Trump Royal Wedding Experience in cooperation with the Michelin Three-Star, Forbes Five-Star, AAA Five-Diamond restaurant Jean Georges. Guests will view the wedding of Prince William and Kate Middleton on oversized monitors ? starting at 5 a.m. EDT ? while being served a special breakfast at Jean Georges the morning of Friday, April 29. A special tasting menu fit for a prince or princess will include selections like scrambled eggs with caviar, mini-French toast and pains au chocolat. Guests will toast the royal couple with sparkling mimosas as they watch the Royal Wedding on monitors strategically placed around the dining room.
The breakfast event will conclude by 9 a.m., at which time guests may choose to hit the town or return to their rooms for a nap. A 4 p.m. late checkout is guaranteed. As a memento of the occasion, each guest will receive a piece of official Royal Wedding china commissioned by The Royal Collection.
The package has caused a media stir and has spawned many “me-toos.” What is especially significant about our offering is that we were the first with it on either side of the Atlantic, so initial media coverage was exclusively about our offering. The package was featured in this past Sunday’s New York Times. A major network morning show will be on hand at Jean Georges the morning of the wedding, creating an exponential level of awareness for the hotel.
By keeping an eye to current events and immediately seeing the tie-in to your hotel, you, too, have the opportunity to create new revenue sources that can positively impact your budget in a way that you would not have planned for. By being first in the market with your creative idea, you have a leg up on the competition when the media is at your door first. Supporting your idea through proactive media relations and ? budget permitting ? traditional and social media advertising will boost awareness and effectiveness in bringing your package to market.
Since we launched our Trump Royal Wedding Experience in January, we have decided to open it up to a select number of local residents who may want to attend the breakfast only. So we’ll be accepting area guests at 5 a.m. for the Trump Royal Wedding Breakfast and the opportunity to watch the special wedding day unfold in the elegant confines of Jean Georges. Don’t worry, we’ll have plenty of coffee on hand!