Growing Nebraska’s First Pet- and Plant-friendly Hotel into a Hospitality Leader
In early 2024, the historic Kimpton Cottonwood Hotel, located in Omaha’s Blackstone District, set out to reimagine wellness hospitality. As the first hotel in Nebraska to offer a dual pet- and plant-friendly experience, the Cottonwood aimed to attract wellness-focused travelers seeking unique, eco-conscious stays. Bozell partnered with the hospitality brand to build a PR campaign that would turn this innovative idea into a media sensation, positioning the hotel as a regional and national destination.
Insights
To develop this campaign, Bozell identified a perfect match between the Cottonwood’s goals and current wellness trends. Research showed that interactions with both plants and pets can reduce stress and improve mental health, making the Cottonwood’s “adopt-a-plant” concept an ideal addition to its existing pet-friendly accommodations. With growing interest in eco-conscious travel and wellness tourism, the timing couldn’t have been better. By embracing these trends, the Cottonwood could distinguish itself in a competitive hospitality market, tapping into guests’ desires for luxurious, relaxing, plant-rich, pet-friendly staycation experiences.
Execution
Bozell launched an earned media campaign to establish the Cottonwood as Nebraska’s first pet- and plant-friendly hotel, crafting a wellness-focused experience that could set the hotel apart from similar accommodations. At the heart of this initiative was the “adopt-a-plant” program, a unique offering that gave guests the chance to enjoy a plant companion throughout their stay, adding a comforting touch to the Cottonwood’s already warm, pet-friendly atmosphere.
To spark both local and national interest, Bozell released a wire announcement and carefully crafted media pitches that emphasized the Cottonwood’s forward-thinking approach to wellness hospitality. Personalized pitch deliveries took creativity a step further: Omaha-based media outlets received “Plant Pals” with whimsical names and backstories, creating an immediate connection to the Cottonwood’s plant adoption concept. These efforts were bolstered by partnerships with respected wellness experts, including a horticultural scientist and a psychiatrist, who provided credible insights on the benefits of plant therapy, underscoring the Cottonwood’s dedication to wellness.
Bozell enlisted social media influencers to extend the campaign’s reach. Each shared their experiences with both pets and plants during their stay, generating authentic engagement across social platforms. Finally, the Cottonwood’s “Instagram Hallway of Plants” became a central feature of the campaign, inviting guests and influencers to capture memorable moments with their plant companions, which organically boosted the hotel’s visibility on social media.
Deliverables
- PR Services: National press release, targeted media pitches
- Event/Guerrilla Marketing: Hand-delivered “Plant Pals” to local media
- Social Media: Influencer partnerships and Instagram campaign
- Collaboration: Expert endorsement of wellness benefits
Results
Bozell’s campaign resonated widely with audiences, creating significant media attention and guest engagement. The Cottonwood Hotel emerged as a Midwest leader in wellness hospitality, blending its historic charm with unique, health-focused amenities. A strategic public relations approach not only elevated the Cottonwood’s profile but also positioned it as a wellness-focused retreat that appeals to both local visitors and travelers from across the country.
- Earned Media
- 406 media stories, including major coverage in Forbes and local outlets like the Omaha World-Herald and WOWT (the local NBC affiliate).
- Audience Reach
- 115 million estimated impressions through a blend of national and regional outlets.
- PR Value
- More than $1.07 million in earned PR value, thanks to high-visibility publications driving Cottonwood’s brand awareness.
- Social Media Impact
- Influencers and guests contributed to strong visibility across Facebook and Instagram, by sharing engaging pet and plant stories.
