Do you remember where was the first office of the new advertising agency Sterling Cooper Draper Pryce located? It wasn't in an office building, but in a suite in The Pierre hotel on Fifth Avenue – at 61st Street 2 East 61st Street in Manhattan, New York.
The Pierre is a luxury hotel, owned by Taj Hotels Resorts and Palaces of India (part of India's Tata Group). The hotel opened in 1930 and stands 160 meters tall. Several celebrities owned apartments in The Pierre, e.g. Elizabeth Taylor, Mohamed al-Fayed and Yves Saint-Laurent. The hotel has frequently appeared as a setting in films and in television series: here they shot the famous tango scene from Scent of a Woman, party for an Austrian prince from TV series 30 Rock and Mad Men.
Besides The Pierre’s role as SDCP's temporary office (S03E13), the hotel had also a role in the 7th episode of the Season 3 (S03E07 – Seven Twenty Three). It was a place where Peggy met Duck to discuss possible future collaboration. And something else ;)
I made the introduction because I would like to present some cases of using Mad Men for promoting special hotel offers. Here are some recent examples:
The Pierre had a special offer called 'A Mad Affair at The Pierre' which was valid until September 6th, 2010. It included one night in luxurious suite accommodations, a bottle of champagne upon arrival, a one-time $150 Two E bar/lounge or In-Room Dining credit and a box set of Mad Men DVDs from seasons one and two. The price? Eh, $970 or more :)
The Carlton Hotel
The Carlton, located at 88 Madison Avenue, has a special offer 'Mad about NYC'. This offer »tailored especially for Mad Men fans« includes one night stay in a standard room, reservations at the ‘21’ Club, tickets to The Museum of Modern Art, Classic Cocktails recipe book and coupons to the historic Bloomingdale’s.
Hotel Elysée is located in the heart of Midtown Manhattan at 60 East 54th Street, between Madison and Park Avenue. You might remember this hotel from the episode The Grown-Ups (S03E12), when Duck and Peggy had a rendezvous there. Hotel Elysée has a special Mad Men Package that includes a stay in one of the hotel's luxurious suites, two complimentary cocktails to enjoy either at the Monkey Bar or in the luxury of the suite. Upon arrival guests will also find a dozen red roses, strawberries and a four-piece box of Leonidas chocolates.
St. Regis New York
During the third season of Mad Men another luxurious NYC hotel has offered a special Mad Men package. The St. Regis hotel is located at Two East 55th Street, at Fifth Avenue. Their offer included a variety of interesting details. When you arrived, you received a George Lois’ book George Lois: On Creating the Big Idea, and then you were treated to a 1960's-themed in-room meal for two “featuring some of the most popular dishes of that time”. In your room you would find a Don Draper’s favourite cologne and Betty Draper’s signature red lipstick. Additionally you would get a personal shopping appointment at Bergdorf Goodman on a Sunday afternoon.
The price for the aforementioned package, together with a stay in a deluxe room, the three course in-room dinner and two Bloody Marys was $895.
There were also several bars and caffes that prepared Mad Men evenings or parties, e.g. at The Living Room Bar in the W Times Square hotel in New York, at the Noir Bar in The Charles Hotel in Boston, at the Mayfair Hotel's lobby bar in Coconut Grove, Florida …
Mentioned here are just some examples on how to use a popular TV show and prepare a “special” offer that will target Mad Men fans. As you could see none of them were super-creative, but nevertheless they tried to stand out from the crowd, to be special.
Due to the popularity of the show I believe we could see even more Mad Men special offers.