A mutli-tiered plan was formulated to entice the media, and then intersect with business and leisure travellers in the most target-rich environments in America with an immersive experience that functioned in tangible and virtual forms. To launch the initiative, a full-scale new Lobby experience was constructed within Vanderbilt Hall in NYC's Grand Central Terminal, where John Legend performed a free lunchtime concert. Then LobbyZone micro-exhibits were placed in Chicago O'Hare, Atlanta, and Denver International Airports. These exhibits featured iPad-toting Brand Ambassadors, a Communal Table, double-sided GoBoard Wall, and a 20' Video Wall hosting branded graphics and HD new-lobby beauty footage.

The Lobby Live initiative was massively successful, and garnered more than 85M media impressions and $3M in PR value. The Media Event and LobbyZones were featured on Extra TV, NBC's NY Nonstop, BET, and in The New York Times, The Wall Street Journal, The Chicago Tribune, The Daily News, USA Today, and many others. Many LobbyZone guests took a qualitative iPad survey, with incredible perception-shift results; 76% of business travelers were more likely to stay at Courtyard.87% of leisure travelers were more likely to stay at Courtyard.70% felt the LobbyZones were an effective way to learn about Courtyard.