Marcus Hotels & Resorts
Case Study
Market Strategy
Experience Design
How we made NEW possible
NEWaukee designed Sensorial, a masquerade ball party to increase brand awareness and foot traffic at a newly-opened hotel.
How it connected
More than 500 tickets sold, generating new email leads and social media followers for Saint Kate.
Generating buzz and foot traffic for a new downtown hotel
Opened in 2019, Saint Kate The Arts Hotel (owned by Marcus Hotels & Resorts) offers a modern luxury experience with an artful twist in Downtown Milwaukee.
Key Insights
NEWaukee met with the Chief Marketing Officer, VP of Marketing and Director of Advertising to better understand the organization’s goals. Key insights included:
The opportunity to highlight and activate Saint Kate as an entertainment destination to be enjoyed by those in Wisconsin as well as out-of-state.
The hotel’s existing marketing strategy could be augmented by offering unique, signature in-person experiences that reflect its brand.
The proposed program should reflect the hotel’s artful brand and appeal to an audience likely to book a stay in the hotel.
Installation Design by Kristina Rolander, Crystal Cave Remix TM
Engagement Challenge
Marcus Hotels & Resorts engaged NEWaukee to increase brand awareness and foot traffic to the newly-opened hotel.
Engagement Solution
NEWaukee designed Sensorial, a masquerade ball party that included pop-up theatrical performances curated by the United Performing Arts Fund, multiple DJs, and multimedia installations.