Strategic Marketing Campaigns
Electronic Newsletter Design, Copywriting and Database Management
Design and Image Development
Collateral Production and Printing
Direct Mail Design, Production and Management
Customer Relationship Management
Content and Copywriting
Maximizing Sales Profitability/ROI
Although media relations and event promotion are the specialties at Hook, Line & Thinker, the agency also designs, writes and produces award-winning newsletters and collateral materials for clients as well. This extension of our company’s services helps to maximize clients’promotional efforts while keeping a clear, consistent message throughout a well thought out marketing strategy. Award-winning materials include brochures for The Pan Pacific San Francisco’s Kid’s Cooking School, Pacific Marine Yachts, and Pan Pacific Hotels and Resorts’ One Gem of An Offer; sales video for Pacific Marine Yacht (which was done on trade with a local TV station); newsletters for Embarcadero Center’s CenterNews, The Pan Pacific San Francisco’s Reflections, Pan Pacific Hotels and Resorts’ PPHR Online, Whale Watch Inn’s Coastlines, The Renaissance Stanford Court’s Stanford Courterly, and so many more.
Hook, Line & Thinker has a long history of promoting and producing events. Some of the most highly visible promotional campaigns are for such events as the Annual International Antiquarian Book Fair, Cable Car Festival and Annual Cable Car Bell Ringing Competition, Holiday Building Lighting at Embarcadero Center and the ARC’s Annual Wine Tasting & Auction.Additionally, Hook, Line & Thinker has produced, and promoted, the following events: YMCA Bay to Breakfast Walk for Seniors, Master Series at The Pan Pacific San Francisco, Vintners’ Preview and Wine Barrel Tasting at the Renaissance Stanford Court Hotel, The Renaissance Wailea Beach Resort’s More the Maui’er with KCBS Radio’s Narsai David, Embarcadero Center’s Total Wellness Fair with KGO Radio, and so many more. Several of these events were designed specifically to bring visibility to the clients represented. In the case of the More the Maui’er, Hook, Line & Thinker was able to secure nearly $1 million worth of free publicity for The Renaissance Wailea Beach Resort while The Stanford Court garnered well over $1 million worth of free media placements for the one day wine event.
In order to maximize guaranteed publicity for client-produced events, Hook, Line & Thinker has secured media partnerships, which specifically support clients’ productions. Examples of media sponsorships secured over the years include: KPIX TV/K101 Radio for Embarcadero Center’s Kristi Yamaguchi Holiday Ice Rink, KCBS Radio and Wine Spectator for the Stanford Court’s Vintner’s Preview Tasting, KKSF Radio and San Francisco Business Times for Embarcadero Center’s Summer Jazz Series, KCBS Radio and local Hawaiian TV/Radio stations for the Renaissance Wailea’s “The More the Maui’er”, KGO Radio for Embarcadero Center’s Total Wellness Fair.
Although Hook, Line & Thinker does not specifically handle any restaurant clients at this point, the industry was the catalyst for launching the company over nine years ago. In representing several stand alone establishments, Hook, Line & Thinker successfully implemented media relations programs which went well beyond the ordinary request for reviews and distributing new menu announcements. In addition, Hook, Line & Thinker developed marketing strategies which included creative promotions, including The Joy Duck Club with Amy Tan at China House Bistro; Scoma’s 30th Anniversary with a contest challenging the local community to account for how many pounds of food the restaurant dished out over its three decades; Silicone Shots (edible martinis) at The Pan Pacific San Francisco, Silks (at The Mandarin Orientals) refurbishment which included focus groups, media functions and Beard House appearances; “50 Ways to Love Your Liver” promotion at Ivy’s; The Fly Trap’s press kit mailing coupled with live Venus Fly Traps; General Manager Roundtable Luncheons at both The Stanford Court and The Pan Pacific San Francisco to introduce new general managers to a community of VIPs; Beard House dinners for a variety of client chefs with New York media guests invited to meet the featured chefs.
Media Relations/Media Marketplaces
Hook, Line & Thinker maintains a current database of over 2300 media contacts, which includes real estate, retail, business, travel and lifestyle press. In addition, the company has access to an electronic database of well over 1,000 business, travel and lifestyle journalists. In order to stay current with media throughout North America, Hook, Line & Thinker attends an Annual Media Marketplace, held alternately in New York and Los Angeles, and also has a presence in at least one Society of American Travel Writer’s (SATW) media marketplace each year. Lastly, at least one trip is made each year to both New York and Los Angeles to call on media.
Press Kits and News Releases
In addition to producing several award winning press kits and news releases, Hook, Line & Thinker has introduced several unique formats which have won great praise from the journalists the materials are designed for. Some noteworthy examples include creating indexes for press kits to provide journalists with easier reference; launching a series of “Adventures in Paradise” destination features to promote the locations in which Pan Pacific properties reside; introducing several creative feature releases which have been widely published, namely“Etiquette Tips for Asia Bound Travelers,” “35 things You’ve Never Done in San Francisco,” “What’s Missing From Some of The Great Pacific Rim Hotels,” “Adventures in Dining: Pan Pacific Hotels and Resorts Presents Must Try Cuisine from Around the Pacific Rim,” “Hold the Coffee, But Keep the Hair Dryer: Women Travelers Speak Their Minds on Hotel Services.” As a result of these well researched and written materials, clients have garnered more than their fair market share of media placements in local, national and international media outlets, including The Wall Street Journal, Conde Nast Traveler, Travel & Leisure, The Globe & Mail, The International Herald Tribune, CNN, US News & World Report, Copley News Wire, The New York Times, Los Angeles Times, San Francisco Chronicle, Houston Chronicle, all the travel trade publications and numerous TV and Radio broadcast stations.
Hotel Room Promotions
Over the last eighteen years, Hook, Line & Thinker has developed a series of creatively inspired room packages which are primarily designed to generate news coverage for a particular property and secondarily, yet very importantly, to sell room nights. Examples include: “Romancing the Slopes,” “Suite Turkey of a Package” and “Marriage on the Rocks” for The Pan Pacific Lodge Whistler; “Cable Car Shopping Package” for The Renaissance Stanford Court Hotel; “Sweet Suite Mileage Reward” which featured the Mauna Lani Bay Hotel; “But, I Don’t Want to Play Golf Package” for The Renaissance Wailea Beach Resort; “Shinjo Grand Slam Package” (in conjunction with the SF Giants) for The Pan Pacific San Francisco; and Thai One On: Thai New Year’s Package for The Pan Pacific Bangkok. As a result of these creatively named and positioned rooms promotions, clients have garnered more than their fair market share of media placements in local, national and international media outlets, including The Wall Street Journal, Conde Nast Traveler, Travel & Leisure, The Globe & Mail, The International Herald Tribune, CNN, US News & World Report, Copley News Wire, The New York Times, Los Angeles Times, San Francisco Chronicle, Houston Chronicle, all the travel trade publications and numerous TV and Radio broadcast stations.
Hotel Service Promotion
Perhaps one of the single most successful components of our creative efforts over the years is Hook, Line & Thinker’s knack for uncovering the unexpected. When asked to promote a product, service, or more specifically, a hotel, Hook, Line & Thinker goes well beyond the ordinary renovation and personnel announcements. Instead, we look for truly unique features that generate human interest stories which journalists are constantly pining for. Amongst some of the most successful, award-winning and highly publicized campaigns include: The Pan Pacific’s now renowned on-site pillow fluffer/pillow preference program, personal butler service, luxury locker/wardrobe storage service, Kid’s Cooking School, and On-site Auto Detail. Additionally, we have created successful publicity programs for The Pan Pacific Vancouver’s Cyber Butler service, Mandarin Oriental San Francisco’s “The Views Are All Over the Place”, The Westin St. Francis’ legendary Coin Washer Arnold Batliner and The Pan Pacific’s women business traveler survey and focus group.
Press Trips/Media Site Inspections
In order to secure feature releases on any particular property, it is imperative to host media with accommodations and itineraries which will appropriately benefit the readers, listeners, or viewers of that particular journalist. Over the last decade, Hook, Line & Thinker has hosted thousands of journalists at clients’ properties and makes the extra effort to work with local visitor’s bureaus to help create individual itineraries which suit the media guests’ needs. In addition, Hook, Line & Thinker has hosted and produced several local, national and international press trips to such locations as Whistler and Vancouver (in conjunction with the Canadian Tourism Commission, Air Canada and tourism boards in both destinations); multi destinations in Asia, including Singapore, Bangkok, Hong Kong, Malaysia and Yokohama (in conjunction with Cathay Pacific and tourism boards from each of those destinations); Renaissance Wailea Beach Resort (in conjunction with Hawaiian Airlines and the Maui Visitor’s Bureau); Stanford Inn by the Sea (in conjunction with Society of American Travel Writers’ Western Chapter group of over 20 journalists and the Mendocino Chamber of Commerce); The Pan Pacific San Francisco (in conjunction with Travel Journalists Guild and the San Francisco Convention & Visitor’s Bureau); The Renaissance Stanford Court Hotel (in conjunction with Society of American Travel Writers); Mandarin Oriental San Francisco; and Harbor House Inn, Mendocino.