With The Emerson Resort and Spa about to reopen, says Paul Rakov, “It’s critical that local and regional people are aware of that so they can help spread the word.” The Emerson is using a variety of media to advertise its upcoming reopening: the Internet, e-newsletter, direct mail, advertising and promotions, public relations, and billboard signage. However, says Rakov, “Nothing beats word of mouth—it starts at home and spreads, so it’s important to create a buzz about the business. The best way to do that is through local and regional publications as a way to let our biggest advocates—the local and regional people who have come to the old Emerson to experience the restaurant or even have an overnight stay. When local people have guests who ask them where they should stay, eat, or enjoy a spa experience, we want the locals to recommend us, so it’s important to let
them know about the property and what we’re doing. So many people who live regionally have ties with New York City, either as second-homeowners or business operators with clients in the city, that it’s really important to us to advertise here.”
The Emerson’s marketing campaign is proceeding on two fronts: Throughout the regional Hudson Valley, and throughout the Northeast with New York City as center of the region and the property’s main market.
“What’s changed about our approach to marketing,” says Rakov, “is that we’ve designed a new campaign that focuses on a very clean, elegant design, emphasizing imagery over text, which will refer to the various aspects of The Emerson Resort and Spa—our new Phoenix Restaurant, the inn, the spa, the lodge, the conference center, or our country store with the world’s largest kaleidoscope—and feature images that are so distinctive our brand will become clear to people over time. We’re aiming for a consistency of look so that when people are looking through a magazine, they’ll know immediately, ‘This is an Emerson ad.’”
Regarding the use of local media, Rakov says The Emerson has successfully used Chronogram in the past to strengthen its brand, and plans to continue to do so. “Chronogram readers are educated and fit our demographic for guests perfectly,” he explains. “What’s more attractive to us now about advertising with Chronogram is that the magazine has grown, and has increased its presence in the southern part of New York State. The fact that Chronogram is one of the most professionally well-designed publications in the region, if not the state, helps a lot.”
For more information on The Emerson, visit www.emersonplace.com.