When we envision the opening of a hotel, restaurant, or destination—whether it’s a W Hotels property, an Ian Schrager property Half Moon/Montego Bay or the world reknowned Carlyle Hotel—we approach it like a political campaign or feature film. We create column items, teasers and outreach to influentials, and we land major feature stories that set the tone for the entire campaign, culminating, of course, with the opening itself on “election day.” The approach has been the same for each of the 18 W Hotels properties we’ve opened. It has continued to hold true in launching campaigns to brand or reposition properties and attractions as travel destinations—work we’ve done for clients such as New York City’s Meatpacking District and Universal Orlando Resort.

DKC campaigns are multi-faceted, targeting every conceivable editor and department at every appropriate outlet; often unexpected and frequently out-of-the-box. When opening a new restaurant or hotel, the design editor can be as important as the food editor. The importance of business and real estate writers cannot be underestimated. Often, strategic use of key trade publications can jump-start a campaign within a specific industry. Gossip is key to generating buzz and anticipation.

DKC is expert in creating lifestyle campaigns—in creating an image and then perpetuating that image through strategic media placements and buzz building. We've created marketing communications programs for the most prestigious names among lifestyle purveyors in the country including Piaget and Henri Bendel as well as some of the most dynamic designers and architects such as David Rockwell and Alison Spear.

Our goal is to make our clients as visible as possible, while making the campaigns seem invisible and the surge in coverage completely organic.

While a launch provides an opportunity for coverage, it’s DKC’s ability to make that coverage work strategically for our clients and parlay it into keeping them front and center on a day-to-day basis that further differentiates us from others. By understanding our clients’ businesses, by tapping into the news of the day, by ferreting compelling human interest stories on an ongoing basis and building relationships with the right media, DKC maintains enthusiasm for our clients’ products and services long after the opening or new product offering.