Seattle’s Pan Pacific Hotel, along with Whole Foods, was one of the first new businesses to pop up in the now vibrant South Lake Union neighborhood—home to Amazon and other tech companies. Pan Pacific has always maintained strong occupancy rates given its prime location for business travelers, while leisure travelers were attracted to the luxurious thread counts and close proximity to popular Seattle attractions such as the Space Needle and shopping district. However, when GreenRubino PR came on board in early 2012, Seattle’s Pan Pacific Hotel was still known in the community as “that hotel above Whole Foods.”
Pan Pacific had many great initiatives already in place, such as its sustainability-oriented PanEarth program and six newly renovated suites, but it quickly became apparent that if we wanted to make a splash, we would need to get creative.
We worked with Seattle’s Pan Pacific Hotel to create a series of interactive Tuesday happy hours—each with a different theme to write home about. Examples include Corks & Canvas, a group painting lesson on the patio accompanied with a glass of wine; Sips of Summer, a weekly wine tasting series in partnership with Sip Northwest Magazine; Hot Toddy Tuesdays, a holiday pop-up shop featuring Glassybaby candle holders (and of course, hot toddies) and benefiting the Ben Towne Foundation; and Fireside Beer Tastings, a weekly local brewery tasting in partnership with Washington Beer Blog.
Paired with major announcements of a 4-Star Forbes Travel Guide award and first-in-country Green Globe certification, these happy hour events contributed to 48,943,072 earned media impressions in 2013; more than double what it had been in 2012. In addition to maintaining national lifestyle coverage in outlets such as Alaska Airlines Magazine, Conde Nast Traveler, Coco & Kelley, She Knows and Glitter Guide, the hotel garnered regular coverage in local outlets such as Seattle Metropolitan Magazine, Seattle Magazine, Northwest Meetings + Events and The Seattle Times.
Soon after, Whole Foods became known as “that expensive grocery store below Pan Pacific.”