The Pullman EIffel Tower hotel had to close its restaurant for six months of renovation. It moved its breakfast and minimal bar/resta… Read More
The Pullman EIffel Tower hotel had to close its restaurant for six months of renovation. It moved its breakfast and minimal bar/restauration services temporarily to its 10th floor, in a space created from meeting rooms.
How to turn this into an opportunity? How to create a bar and restaurant that would be the talk of Paris, the cool place to be - and a money-maker instead of a loss leader?
First, we created "180", a concept and brand for that ephemeral bar/restaurant.
"180" for 180 days of existence: A place to be enjoyed NOW. A clock counts down the days left, on the giant screen behind the bar and on the 180only web site.
"180" for 180 degrees of a spectacular view of the Eiffel Tower.
Second, we marketed 180 as a cool place to be: Seven Deadly Sins, one per month (The seventh one? Anger, on closing day). On Pride month, a fashion photographer shot portraits of guests posing in front of the Eiffel Tower. On Lust month, Mademoiselle Fifi Chachnil, Paris cheekiest lingerie designer, turned the Presidential suite into her boudoir - guest won a night there for Valentine, with a lingerie ensemble tight-fitting them… Menus and playlists followed the theme ("You're so vain" for Pride; Merry Widow Veuve Cliquot cocktail for Lust; etc)
And all this was amplified through direct marketing - invitations hand-delivered to neighbor offices, emailings, online newsletter contests… - a web site and blog, and social networks. Read Less