Alcatraz Cruises: Although this #1 USA landmark (according to TripAdvisor) is one of the most popular attractions in the city, let alone the country, we continually strive to generate positive publicity and generate programs that support the island’s many virtues and commitment to sustainability and community support. Examples include:
- The Annual Alumni Weekend in which we bring all living former guards, prisoners and residents that lived on the island during the island’s prison days in order to inform and educate the public about what it was like in this notorious penitentiary.
- In support of Alcatraz Cruises’ commitment to education, the team constructed a 3,300 traveling exhibit entitled “Alcatraz: Life on the Rock,” which resides in a variety of venues and museums, including Tamastslikt Cultural Center; Super Bowl 50; The Queen Mary; Hyatt hotels; and other public spaces. The marketing efforts resulted in over $10,000,000 (ten million) in earned media and generated tens of thousands in new engagement through social media channels.
- In support of National Parks Service’s Centennial Celebration, we coordinated an Alcatraz book project with Telegraph Hill Neighborhood Center (TelHi) to educate their low-income members with a field trip to Alcatraz and guidelines to craft a keepsake book for NPS and TelHi. Donation and advocacy also provided for this project.
- During its history, Alcatraz Island was the home of the Native American Occupation, which began a successful campaign for America’s Native American population to reclaim their rightful land. As a result, we host two events a year in which Native Americans and any interested public has free access to Alcatraz in order to attend educational events.
- Alcatraz Cruises was recently honored as one of three candidates for the Environment category from World Travel & Tourism Council’s (WTTC) Tourism for Tomorrow award. The award showcases business leadership in sustainable tourism and ground-breaking initiatives. Hook, Line & Thinker was an integral partner in generating the content in order to secure this international accolade.
Hilton Hotels of San Francisco is the largest hotel on the West Coast and has had the reputation as a “convention (only) hotel.” While group business does represent a large portion of the property’s revenue, the hotel was interested in distinguishing itself as a community leader as well as an ideal location for San Francisco’s FIT visitors. As a result, Hook, Line & Thinker crafted a variety of signature marketing initiatives that resulted in over $3,000,000 and 144,000,000 impressions in earned media over the three-year contract.
Pacifica, CA has been a client for over seven years and includes six properties that manage the BID budget and marketing for the destination. In addition to featuring the hotels, Hook, Line & Thinker has developed several destination-oriented stories that drive business to the hotels and thusly increasing the financial contributions to both the BID and Chamber of Commerce members. We have been successful in putting this boutique destination on the map through many creative and pro-active endeavors through public relations, social marketing, advertising and feature media placements.
Hyatt Regency San Francisco wanted to take advantage of its Guinness Book of World Records largest hotel lobby status. As a result, Hook, Line & Thinker crafted a four-year campaign in which the hotel hosted over-the-top art displays and exhibits within its lobby with such non-profit tourism partners as SFMTA’s Cable Cars; Alcatraz/National Park Service; San Francisco Symphony; San Francisco Botanical Garden; The Exploratorium; and many more. Entitled Hyatt Regency San Francisco’s “Culture Club,” we were able to garner greater foot traffic for the hotel, more covers in the hotel’s lobby restaurant and millions of impressions in publicity for the hotel and our non-profit partners.
Hornblower Cruises & Events:
- Crafted and managed crisis communications plan – reviewing, updating and delivering final working document to Executive Management.
- Responded to and managed media coverage of recent boat crash in Hornblower’s San Diego port in order to minimize negative publicity and assure future passengers and corporate clients that the incident was negligible.
Alcatraz Cruises:
- While nature has its way with our encounters, thousands of visitors to and on Alcatraz Island witnessed a violent shark attack on an ailing sea lion. Video footage and photos were widespread on all electronic channels. As a result, Hook, Line & Thinker managed the messaging and media coverage of what turned out to be a world-wide news story.
- Assisted in responding to media due to employee labor issue.
Pan Pacific San Francisco (now known as the JW Marriott):
- Although the hotel was merely one of many “homes” to a particular escort service within the Bay Area, the bust of this “ring” happened in the early morning with TV cameras and news reporters from all Bay Area outlets. In order to ensure positive customer encounters with the hotel, Hook, Line & Thinker identified a holding area within the hotel for police, perpetrators and media so that guests would not be compromised in the controversy. Additionally, Hook, Line & Thinker was responsible for all media statements and interaction with the press, guests and employees.