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Stoli Builds Brand, Buzz with Traveling Hotel
Stolichnaya Vodka is rediscovering and reasserting its brand in order to build buzz and stimulate vodka sales in the United States. What's more, it's spending its entire internet advertising budget -- several million dollars -- to do it. Stoli isn't spending that money on banner ads, though; instead, it's spending it on an extravagant traveling hotel and spa.
The Stoli Hotel opened this month in Hollywood and will travel with exclusive events this summer to cities such as New York, San Francisco, Chicago, and Miami. A temporary 10,000-square-foot outpost that can accommodate up to 1,500 guests, the hotel features flavor-themed guest rooms, a working spa, and a cutting-edge bar.
The idea behind the buzz-worthy hotel, a tour of which is available at www.stolihotel.com, is to reconstruct the Stoli brand -- which has suffered from inconsistency in recent years -- and to connect with customers who will tell the brand's story.