There’s a new destination for stylish stays in Providence, Rhode Island, and the teams at Hawkins International have put together an integrated PR and Social Media strategy to get people talking about it. Introducing The Beatrice, a new boutique hotel in the city’s bustling downtown historic district set to give new life to Providence. Arrayed within the 1887 Exchange Building, the 47-room address is an immediate standout in the city, offering steps-away proximity to celebrated attractions as well as a world-class culinary experience with the debut of Ignazio Cipriani’s first Bellini Restaurant and private rooftop Club in the New England region.
Developed by Joseph R. Paolino, Jr., Managing Partner of Paolino Properties and former Mayor of Providence, The Beatrice is inspired by Beatrice Temkin, Mr. Paolino’s mother and a lifelong Rhode Island resident, community leader, and philanthropist. Beatrice was known for her quick wit and attention to detail. Guests will find Beatrice’s impeccable taste hard to miss, with The Beatrice built to feel like home – assuming one’s home is outfitted with Mascioni sheets and has a world-renowned restaurant downstairs.
Designed by ZDS Architecture & Interiors, The Beatrice’s timeless interior showcases the rich character of the property’s 19th-century bones, complemented by sophisticated décor and tasteful accents. An eye-catching atrium is centered around a grand chandelier that floods the lobby with natural light, contrasted by brick stone accents and warm neutral tones. Accommodations ensure a stylish retreat to unwind and relax, ranging from 300 sq. ft. to 805 sq. ft. and outfitted with deluxe amenities including Mascioni linens and towels crafted in Milan, Dyson hairdryers, organic BeeKind personal care amenities, heated towel racks, Nespresso coffee makers, and more.
The Bellini Restaurant, set to open soon for breakfast, lunch and dinner through the week, will take guests of The Beatrice on a flavor-driven journey through a diverse Italian landscape, with a menu that puts a modern spin on Italy’s many specialties and classic dishes. There is also a private dining space for intimate events. High atop the hotel, the rooftop Bellini Club is a private, members-only experience that will also be open to hotel guests. The Club boasts dramatic views of the city while offering an intimate gathering place for members to unwind and socialize. It will offer an exclusive menu from Bellini, including handcrafted cocktails.
The Beatrice and Providence provided a wealth of angles for HIPR to pitch and build content around. In conversations with the media, Hawkins emphasized the hotel’s family roots as well as the destination, with the small size and inviting culture of Providence distinguishing it from big neighbors such as Boston or New York. The backstory of the developer, who has played a huge role in the development of downtown Providence, was also notably promotable and drummed up excitement. On social media, Hawkins leveraged content and proactive community management strategies to build genuine relationships in the Providence market. Connecting with social media managers at local publications and local businesses producing great social content helped root the property in Providence in a way similar to Beatrice herself and grow the followers organically over 500 in the first 2 months. Gearing up for the opening, HIPR went out with an announcement covering the hotel and its restaurant and club, set up interviews with the owner and General Manager Jennifer Curtin, who started her hospitality career just steps away from the hotel at the Providence campus of Johnson & Wales University. Hawkins Digital team worked closely with Jennifer Curtin and the Beatrice property staff to generate a shot list of content to capture as different team members spent time at the Beatrice leading up to launch. This resulted in an image library to fill content needs ahead of the opening. While developing social content, Hawkins worked closely with ABD Creative to stay integrated across all marketing channels, and speak to consumers in the brand’s voice. This allowed us to be consistent in messaging across the properties website, media conversations, and on social media.
For more information or to book a stay at The Beatrice, please contact 401.443.2960 or visit TheBeatrice.com.