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The Drake was a very proper but old-fashioned hotel in Manhattan midtown east – with too many vacant rooms every night. When the Drake undertook a total renovation, our campaign built interest by doing a countdown to its reopening. And many of our ads featured the new executive chef of the hotel’s Restaurant Lafayette: Jean-Georges Vongerichten, who had just received four stars from The New York Times at age 29. The reopening was a huge success; room bookings increased.