About

There are more than 54,000 hotels across the United States, supporting eight million jobs and generating more than $167 billion in annual tax revenues, and the American Hotel & Lodging Association is the singular voice representing every segment of the hotel industry including major chains, independent hotels, management companies, bed and breakfasts, industry partners and more.


Challenge

The American Hotel and Lodging Association (AHLA), representing all the major hotel brands, wanted to put together a public affairs effort to convince city leaders in major markets across the country to enact short-term rental regulations on sites like Airbnb to rein in commercial investors buying up residential homes to rent on a short-term basis who also were skirting taxation, safety and health compliance and other regulations that hotels have to abide by – putting them at a competitive disadvantage.


Solution

In September of 2017, AHLA hired PLUS to put together a strategy and campaign effort to secure legislative and regulatory regulations of short-term rentals in targeted markets.  PLUS developed a surround sound digital advertising strategy to deploy in each targeted market combined with grassroots, third-party outreach and earned media activations to convince mayors and city councils to pass strong regulations on short-term rentals.


Results

In less than one year, PLUS has helped AHLA score major city hall victories across the country including Boston, Los Angeles, Baltimore, San Diego and Washington, D.C.


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