THE CHALLENGE: Hilton hired CK Public Relations to garner media buzz for the opening of their new Vancouver, Washington, hotel and convention center. Though huge in terms of local economic development, there seemed little in the opening to promise anything beyond community or regional interest.

THE APPROACH: While donning our hard hats for a site tour, we heard the architect breeze over something about “green design” on the way to the hotel’s more marquee assets. Sensing something fundamental, we probed further to learn that this was, indeed, the first Hilton and only 3rd hotel worldwide to qualify for LEED certification. (In short, a global system honoring structures meeting energy efficiency and environmental sustainability standards.)

THE WORK: Though initially skeptical, we gently nudged the client to embrace a sustainability strategy, making it central to our pitch to local TV and radio outlets along with national business, travel and environmental print publications.

THE RESULTS: “Green” struck a deep chord, generating TV, radio, newspaper and magazine coverage beyond anyone’s expectations. On an initial budget of $15,000, we’ve generated more than $1 million dollars of media, highlighted by the Hilton Vancouver’s selection in Travel & Leisure as one of seven Global Vision Award winners, plus a resultant profile on CNN and CNBC. Cooler still, it sparked a culture shift within Hilton’s corporate offices, inspiring new interest in sustainable building practices for future projects. For Coates Kokes, The Hilton case took the highest honor at the Spotlight Awards for excellence in Public Relations.