Loews Magazine – Loews Hotels & Resorts
Frequency: Twice per year
Every guest at 19 Loews Hotels & Resorts throughout North America
- To create brand loyalty and long-lasting relationships
- Re-launch an existing magazine that had been underperforming
- Help marketing communicate the re-branding of Loews and the
new Regency brand
- Communicate with loyal guests
- To add prestige
For more than half a century, Loews hotels have welcomed the business and leisure traveler to their luxury properties. In 2013, Loews began a rebranding process and decided to use Firebrand to help elevate its existing custom publication and help communicate to their guests that they are raising the bar in every aspect. Firebrand re-launched Loews Magazine as an up-market national magazine for leisure and business travelers. The magazine reflects the Loews guests’ passion for travel; culinary; and creative and unique experiences.
How is the success of the magazine measured?
After only two issues, the publication has become the star of the marketing effort for Loews and a key centralizing player in the midst of multiple efforts. The magazine is also being successfully utilized as added value by Loews marketing to obtain new partners (most recently Fiat).
Loews Magazine is also setting the benchmark for implementation of the new TOV. Firebrand has been able to craft the editorial voice to be in synch with all the changes while creating compelling editorial coverage affecting multiple properties in multiple cities in each issue.
Firebrand is also selling local and national advertising and has instigated a revenue-share plan, which will eventually reduce client costs.
Feedback from Loews executives, including the Tisch family, has been extremely positive.