Kissel Uptown Oakland

Premier Hotel with High-End Design and Over-The-Top Style

Oakland, CA

SERVICES

Launch Strategy
Public Relations
Organic Social Media
Paid Social Media 
Influencer Marketing

The Brief

When Kissel Uptown Oakland opened in early 2022, it was the first upscale hotel to open in Oakland’s city center in over a decade. At a time when Oakland was still recovering from the COVID-19 pandemic, and a number of the uptown restaurant and retail spaces remained closed, Kissel brought a luxurious 168-room property to the neighborhood—complete with an elegant rooftop bar and lounge, High 5ive, and a chic but casual daytime restaurant and cafe, Otto’s, on the lobby level. Our team developed a launch strategy and public relations plan to promote the new hotel opening, secure press and raise awareness for the property. 

After a successful PR launch, there was a clear need to grow the digital footprint for both the hotel and High 5ive. As buzz continued to build around Kissel, our team was tasked with re-launching the two brands on social media, including strategic approach, content development, social media management, paid advertising, and influencer partnerships. Each of these avenues were used to amplify the unique, elevated nature of Kissel and High 5ive, while also differentiating them as local hot spots.

Kissel hotel lobby featuring pink couches and black chairs surrounded by plants with a unique ceiling fixture
Vibrant food spread of flatbreads, tacos, cheese plate and cocktails on a marble tabletop

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Luxury hotel nears grand opening with style

SF BUSINESS TIMES

Public Relations

Prior to and upon launch of the new property, we were able to secure media coverage in major local news and business publications including the San Francisco Business Times and the San Jose Mercury News, as well as industry specific publications such as Hotel Management and Travel Weekly. Our original opening outreach was followed by a media familiarization campaign to bring in local and regional press to experience the property and its amenities, resulting in travel stories. At the same time we launched High 5ive restaurant and bar to food media, securing opening coverage in Eater. This was followed later by a campaign to bring in local food and beverage writers, earning the accolade, “One of the Hottest New Restaurants in the East Bay,” one of the “Best Rooftop Bars in the Bay Area,” and one of the “Hot New Al Fresco Restaurants.” When High 5ive introduced a new Sunday Brunch six months after opening, we were able to secure placements in outlets including the East Bay Nosh and Diablo Dish newsletters, reaching local dining enthusiasts.

Four individuals cheers-ing their glasses together seated in a moody plum velvet bench corner
Trendy man wearing sunglasses, hat, and bomber jacket holding a small dog while they wait in the marble stone lobby
Kissel exterior building and brightly lit front entrance signage

Social Media

Upon beginning management of Kissel and High 5ive social media channels, we established a social media strategy inclusive of organic social, paid social, and influencer efforts. Our team also developed a community engagement and guest support plan that involved daily monitoring and liaising with the property team to ensure all guest services issues were resolved. From requesting reservation assistance and inquiries about being pet-friendly, to flagging that a personal item was left behind, Instagram and Facebook became a constant outlet for two-way communication between the brands and their audiences — both new and existing — with Kissel and High 5ive engaging directly with a myriad of guests on social media.

Overhead shot of a vibrant red-orange cocktail with a cilantro sprig popping out placed on a marble tabletop
Kissel bar area featuring white walls with hanging light fixtures, black and white accent chairs, and table settings

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Downtown Oakland gains a big new hotel that will add 168 rooms

SAN JOSE MERCURY NEWS

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Hottest new restaurants in the east bay

EATER

Within the first 10 months of partnering, Kissel and High 5ive social media channels collectively grew by more than 7,000 followers.

Garnering over 1.1 million impressions and 175,000 video views, content was spread across a mix of single image posts, carousels, story posts, and reel videos. Driving engagement through copy, hashtag and keyword strategies, the pages garnered over 45,000 engagements from Bay Area locals and travelers alike. Partnering with nano-macro influencers in the Bay Area provided an authentic third-party view of Kissel and High 5ive, garnering more than 550,000 video views and over 50,000 engagements on influencer content. This content was leveraged and reshared as user-generated content in order to provide the audience with real-life examples of what it’s like to visit Kissel and High 5ive.


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Staycation worthy

7x7


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Kissel Uptown Oakland opens with art deco design

HOTEL MANAGEMENT

Hotel room interior looking past a tidy bed into an open wardrobe with a robe inside
Interior seating area facing the bar with disco ball-esque lighting hanging from the ceiling

Photography: Julie Soefer