Case Study: How Creative, Pop-Culture Newsjacking Captured National Attention
At Crowe PR, we believe that the strongest hospitality PR strategies don’t just keep pace with cultural conversations, they lead them. One of the most effective tactics in our toolbox is “newsjacking,” or creatively tying client offerings to timely, trending moments in pop culture. When executed strategically, newsjacking can transform a hotel package, product launch or service into a viral story that earns meaningful media coverage, drives brand awareness and attracts bookings.
A recent example demonstrates how our team leveraged this approach for The Curtis Hotel in Denver.
The Strategy
As you may know, Netflix’s hit series “Love is Blind” is premiering its 9th season in Denver at the beginning of October and dominating cultural conversation as a result. With our boutique client The Curtis Hotel located in the heart of downtown Denver, we saw this as the perfect opportunity to translate the “blind dating” theme of the show to the property’s pop culture and fun personality.
With an existing “Surprise Me Stay” package to increase transient business and pique the interest of spontaneous travelers, there was no need to reinvent the wheel. The package allows guests to book one of the Curtis’ 13 hyperthemed rooms (Barbie, Talladega Nights, Comic Book Heroes and more) with the exact room to be revealed at check-in. Think of it as a blind date with a hotel room.
We avoided a larger lift on our client and decided to simply re-position this package in our outreach to Love is Blind fanatics as Denverites prepare for the upcoming hometown season.
The Results
The campaign’s creativity and timely nature caught the attention of Hotels Above Par, whose newsletter reaches more than 90,000 subscribers weekly with hotel news and trends. Their feature praised the Curtis for leaning into cultural relevance and crafting an experience travelers would be eager to share both online and off.
The newsletter reads:
This is exactly the kind of tactic that works: take a viral concept, give it a hospitality twist, and suddenly you’ve got travelers talking, posting, and—yes—booking. It’s playful. It’s clever. It’s what happens when a hotel knows how to read the room (and the algorithm). In a sea of beige brand messaging, boldness like this stands out. The “Surprise Me Stay” is a cultural wink; it’s a reminder that hotels can be just as fun, flirty, and in-the-know as the shows we binge.
This coverage not only amplified the hotel’s reach to a highly engaged audience but also reinforced its reputation as a property known for bold, imaginative hospitality.
Why Newsjacking Works in Hospitality PR
This case underscores the value of newsjacking as a powerful hospitality PR tactic. Pop culture moves quickly, and hotels that can connect their offerings to recognizable, trending conversations stand out in a competitive market. The benefits include:
Increased Media Coverage: Journalists are more likely to feature creative tie-ins that feel relevant and clickable.
Enhanced Social Buzz: Playful, timely experiences encourage guests to share on TikTok, Instagram, and beyond.
Boosted Bookings: Positioning a stay as an “experience” tied to a cultural phenomenon makes it more memorable—and more marketable.
We specialize in helping hospitality brands harness cultural trends and elevate their stories through creative PR campaigns. From themed hotel packages to innovative partnerships, we know how to position clients at the center of the conversation.
The Curtis Hotel’s “Surprise Me Stay” is proof that when pop culture meets hospitality marketing, the results can be both fun and impactful. With the right strategy, newsjacking becomes more than a clever stunt—it becomes a driver of brand relevance, media attention and guest engagement.
Want to see how we can bring your brand into the cultural spotlight? Let’s talk.