Nashville Hotel Goes Viral with Halloween Pop Up Bar

Client

Holston House Nashville

Overview

Holston House is a boutique hotel located in downtown Nashville, Tennessee just steps away from Broadway. As part of an ongoing effort to increase brand awareness within a key, younger demographic and drive F&B revenue for the on-site venues, Holston House and Crowe PR worked together to concept and launch a pop-up bar and experience, timed with the Halloween season. The pop-up bar provided an immersive experience for hotel guests, locals and travelers in Nashville to be transported to Salem and be reunited with the beloved world of Hocus Pocus, which was aptly timed with the release of Hocus Pocus Two. Crowe PR was tasked with helping concept the overall pop-up theme, ranging from creative ideas, décor, menu items and more, along with coordinating all media and influencer efforts to launch the pop-up successfully.

RESULTS

200%

Increase in F&B revenue year over year

90M

Impressions from earned media coverage

4K

Increase in Instagram followers

750K

Views from influencer Instagram Reel content

Executed an integrated PR campaign which included targeted pitches to select local, regional and national media and continued to facilitate ongoing media and influencer visits to the bar throughout the entire month it was open.
Secured coverage across all key local Nashville outlets including EATER, Thrillist, The Tennessean and more – along with top-tier national coverage like a full feature on Elite Daily and stories from Forbes, Mashed and more.
Secured and prepped all influencers and media with key messaging, brand assets and more.

Tactics

Provided a variety of creative options to theme the pop-up bar around, timed with trending movies, seasonal activities and more.
Provided unique programming ideas to weave into the pop-up bar, along with creative suggestions for the food and drink menu.
Planned and executed an exclusive media preview night that occurred just days before the pop-up opened to the public – building buzz, awareness and excitement before the doors even officially opened.