Select Registry

(Distinguished Inns of North America)

Extending a brand from hospitality to cuisine

Situation: Select Registry, a trade association comprised of more than 400 of the finest country inns, B&Bs, and unique small hotels in North America, operates in an increasingly competitive marketplace and sought to differentiate its member inns from competitors.

Unique Positioning: Extend Select Registry's brand beyond "quality inns and bed and breakfasts" to an "exceptional dining experience."

Strategy: Devise, execute and promote a customized, scalable, sustainable marketing vehicle: "The Inn-Credible Breakfast Cook-Off," a national culinary competition open to Select Registry members and held at Select Registry's annual conference at the Coeur d'Alene resort in Idaho.

Tactics: Kellen handled collateral development, sponsorship activities, member communication, pre and post-event press activity, a national, local and Coeur d'Alene, Idaho media outreach plan and logistical deadlines. This included: logo, postcard, pamphlet & sign up collateral, email marketing, sponsorship packages, "About" web page, press releases, press kits, and signage.

Results:
Event — The finalist teams, which consisted of the innkeeper and/or chef from some of the best bed and breakfasts and inns from around the country, competed for the Gold, Silver and Bronze medals during a live cooking competition

Sponsorship — Kellen secured various sponsors including a lead sponsor, a grand prize sponsor and prize sponsors. Sponsors included: Eggland's Best, Turbochef, Steelite USA, Le Creuset, Chef's Catalog, MetroKitchen and Starbucks. In total, sponsorships totaled mid five-figure range in retail value.

Media— More than 80 press mentions with a comparable advertising value of more than $140,000. Selected for PR Week's "Campaigns" section.