GANSEVOORT BRAND ACTIVATION
Gansevoort Hotel Group, Toronto International Film Festival
The Gansevoort Hotel Group is a highly successful contemporary hotel chain with properties in New York, Turks & Caicos and the Dominican Republic.
As the brand is known for nightlife and celebrity, the challenge for Siren was to create a memorable and suitable brand activation during the highly cluttered and competitive Toronto International Film Festival – the second largest film festival in the world.
Siren strategically chose a small but hip bar located down a dark alley, to make access deliberately difficult. The bar, called Goodnight, was then rented for three nights and rebranded as a late night, after hours’ private club called “Goodnight Gansevoort”. As the Gansevoort properties are known for their tough velvet rope policies, Goodnight Gansevoort was by invitation only.
“GOODNIGHT Gansevoort” hosted three evenings celebrating two film premieres and the after-event for the internationally renowned amfAR charity gala. Siren created a complete benefits package and secured sponsorships with BMW, Moët & Chandon and Belvedere Vodka.
•47 million media impressions across Ontario and Canada
•$262,000 in measured media value
•130,000 social media impressions
•28 media placements including ET Canada, GlobalTV.com, Huffington Post Canada, National Post, NUVO and Toronto Life