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Tag : the plaza

Children Brand The Plaza Hotel


Tom Civitano, EVP of Marketing for the Plaza Hotel in New York noticed a lot by working and watching the hotel’s front desk. With his agency, DiMassimo Brand Advertising (now DIGO) he did an unobtrusive survey of families checking in, asking a single, simple question, “How did you decide to stay at The Plaza.” Nearly eight out of ten families claimed the children had decided! (more…)

No Chocolate On The Pillow, But A Pearl.


Upscale hotels leave a chocolate on your pillow. Tom Civitano was determined that The Plaza Hotel would never be a typical upscale hotel. His standard was “Legendary.”

The budget, however, would barely pay for chocolates. Tom’s idea: A Pearl!
He approached Mikimoto, the famous purveyor of the world’s finest pearls. He told the CEO of Mikimoto all about the Plaza Hotel’s clientele, including how much they were spending on jewelry (more…)