The Strategy: To build awareness amongst consumers and get on the media radar, we ran a teaser campaign via social media and connected with key target media to share preview details prior to opening. Effectively managing media when then faced with opening delays was a key marker of the success of our expert press office operation. Our targeted individual media invites to review the hotel and restaurant secured highly influential editorial coverage published immediately after opening, including two national exclusives (August 2018).
We went on to regularly secure coverage in roundup sections and sustained editorial momentum by securing top UK editors to visit throughout Q4 2018. We invited leading journalists who reviewed the property to share detailed feedback with us, which provided valuable insights for further product development.
Winning accolades include Gara Rock recognised as the UK’s Best Seaside Hotel in the highly sought-after annual Sunday Times 100 Great British Hotels supplement. Gara Rock informed us that it has secured consistently high volumes of enquiries and subsequent bookings, hitting its highest numbers following full-page features in Stylist magazine, Metro, The Sunday and Saturday Times and The Saturday Telegraph.
Impact: Total pieces of coverage: 64 | Reach: 394,204,767 | Enquiries: up 300%