A 24-story vertical banner, emblazoned with the words "Revere Hotel Boston Common," served as the runway for an unusual fashion show marking the hotel’s grand opening on April 18. Attracting 150 guests, the presentation saw harnessed rock climbers-turned-models sashaying down the facade of the building wearing hotel uniforms and fashions from British designer Ted Baker. The goal of what planners called the "vertical fashion show" was to introduce the luxury boutique hotel to the city and promote its brand through references to Boston’s history.
"The Revere is inspired by the spirit of Boston,” said Laura Kinsman, director of events at the hotel. “[We wanted] to execute a one-of-a-kind, media-driven event that would introduce the brand and allow Revere to differentiate itself in the marketplace by delivering a highly visual and memorable experience.”
Press and promotional materials were designed to emphasize the hotel’s connection to the city. The event was held on the anniversary of Paul Revere's famous ride through Boston. The event's designated hash tag, #RevereIsHere, was a play on Revere’s famous proclamation. The partnership with British designer Ted Baker was also inspired by the historical event. Additionally, the promotional code “RevereIsComing” was used for the evening’s free Towncar transportation service provided by Uber. Guests could redeem the luxury ride through Uber’s iPhone app.
The spectacle was heavily promoted through social media. Leading up to the fashion show, Twitter photos of rehearsing climbers served as teasers to the hotel's followers. Partnering with Boston Twitter personality @BostonTweet—the Twitter handle for local man-about-town Tom O'Keefe, who shares tips on Boston's events and eateries—Kinsman and her team offered event tickets to the winner of a retweeting contest.
In another contest, staffers planted hotel room keys in spots throughout the city, including at the Boston Public Library. O'Keefe tweeted photos of the keys' locations in the days leading up to the event, and locals who found them won overnight stays at the hotel. And at the event itself, the hotel’s Twitter handle, @RevereBoston, was printed on the program with a request for guests to “join the social conversation.”
Guests watched the vertical fashion show from chairs on the hotel's pool deck, which was embellished with Winston Flowers' yellow daffodil and tulip bouquets and Party by Design's lounge furniture. At an open bar, servers poured champagne and specialty Stolichnaya vodka drinks called Hot Tropical Breeze and Blueberry Vo-hito. On the deck, models participated in a more standard runway show, following their descent down the building.
After both fashion shows had wrapped, 200 guests attended an after-party at the hotel's bar and lounge, The Gallery. Party-goers left with Ted Baker tote bags stuffed with goodies like a gift certificate to the hotel’s bar, a 20 percent discount card for Ted Baker London, a $20 Uber credit, and a free climb at Boston Rock Gym.
