Viceroy Hotel + Hotel Zena, Washington DC

Misfit Toys was retained by Viceroy Washington DC and Hotel Zena to oversee public relations efforts for both properties, starting in May 2022. During the first year of working with the hotels, Misfit Toys secured 156 placements reaching more than 513 million readers – including stories in AFAR, Forbes, ELLE Décor, Travel + Leisure, InsideHook, Men’s Journal, Thrillist, Washingtonian, Modern Luxury DC, Eater DC, local TV and radio shows like Foodie & The Beast, WUSA9, Fox 5 DC, among others.

In this time, the team worked to create new and media-worthy offerings at each property. For example, Women’s History Month is a pivotal time for Hotel Zena; as a result, Misfits secured partnerships with the Malala Fund, the National Women’s History Museum, Womanica, among others, for an event series throughout March 2023. These activations resulted in more than 10 placements with nearly 26 impressions and led to Conde Nast Traveler recognizing the hotel as one that has “influenced women’s history.”

Misfit Toys also led the opening of Dovetail, Viceroy Washington DC’s new restaurant, resulting in placements in Eater, Washingtonian, Men’s Journal, Fox 5 DC, OpenTable, UPROXX, among others. The team also secured Chef James Gee’s participation in local events to increase exposure, including Taste of Tennis, Chefs for Equality, among others. Misfit Toys also created compelling events and offers to to draw locals into the restaurant, such as a fermenting class led by Chef James (playing off a consistent F&B trend in sustainability).