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Special Events Case Study
Situation
- The American Colony Hotel in Jerusalem is one of the most exclusive boutique hotels in the Middle East and has served many VIPs during their stay in Israel.
- The hotel approached Ruder Finn with the goal of positioning the hotel as exclusive to Israel's business community and as a "must-see" tourist attraction, thereby increasing its market share.
Program
- Ruder Finn suggested a 120-year anniversary event to create media interest in the hotel. Ruder Finn Israel professionals invited guests and followed up to ensure massive attendance. Ruder Finn also managed the implementation of a comprehensive logistical plan.
- Ruder Finn recommended, coordinated and worked to maximize the overall effect of the following initiatives:
- A presentation of an award by the Minister of Tourism to the hotel owner for her contribution to local tourism
- The planting of a 120-year-old olive tree in the hotel courtyard by Igor Ustinov, where his father, Sir Peter Ustinov, and grandfather, Baron Yustinev, had both planted trees in the past
- An opening of an exhibition of historic photographs and documents from early nineteenth century Jerusalem
- The creation and burial of a time capsule at the hotel
Results
- Despite political turmoil at the time, Ruder Finn managed to exceed the expectation of 250 attendees and secured the attendance of over 400 invited guests, including:
- Israeli politicians and government officials (Former Prime Minister Shimon Peres and Minister Gidon Ezra),
- UN officials (Special Coordinator Tarje-Larsen),
- Representatives of the Catholic Church, and
- Diplomats and dignitaries from the UK, Italy, Belgium, Spain and Sweden.
- The event was covered by the major Israeli press (Ha'aretz, Ma'ariv, Yedioth Ahronoth, Jerusalem Post, Anashim, Kol Ha'ir, Makor Rishon, Yerushalayim), Israeli broadcast radio and TV stations (Channel 1, Kol Israel and Galey Tzahal) and key websites (Ynet, MSN Israel, NRG, Ha'aretz Online, 02net, Walla, i-travel, etc.)
- The event was also covered by various media outlets in Australia, Switzerland, Canada and France.
