Our work

100 Queen’s Gate

Diffusion was tasked to launch the new 100 Queen’s Gate Hotel, part of Hilton’s Curio Collection and located in London’s historic and exclusive Knightsbridge. The hotel was lovingly refurbished and extended, paying homage to the deep Victorian-era heritage of the original building. Our hotel launch strategy needed to stay true to the Curio brand’s emphasis on discovery, sense of place and meaningful experiences.

The RHS Chelsea Flower Show is the biggest event of its kind in the world and takes place each May close to the hotel. With the hotel opening coinciding with the high footfall event, Diffusion spotted an opportunity to use this as a springboard to introduce the hotel to key lifestyle media and social influencers, as part of it’s wider launch strategy for the hotel.

Insight & Idea

Our research revealed that many of the plants that would be showcased at the show from Dahlias and Rhododendrons to Lupins and Paeonies were discovered by plant hunters in the Victorian era, providing a link back to the hotels heritage as the former home of 19th century adventurer William Alexander. Diffusion developed the idea to create an afternoon tea experience inspired by the Chelsea Flower Show to run over the hotel’s opening summer.

To launch the new experience, Diffusion secured modern day plant hunter Tom Hart-Dyke, who had previously been captured and held hostage while working in South America, to deliver a guest lecture. The hotel’s talented F&B team meanwhile developed a floral inspired afternoon tea menu, with photography commissioned to capture the stunning creations.

Impact & Action

Key consumer lifestyle journalists and carefully selected social influencers were invited to the launch event held hosted in the hotel’s beautiful Botanica atrium. Diffusion secured attendees from the Mail Online, Sunday Times, the Independent, ITV News, Metro, London Evening Standard, Vogue and Huffington Post. Afternoon tea bookings increased with double digit growth following the launch. The Botanica is also now established as an Instagram-design sensation following influencer engagement and attracts bookings from key international markets.

The Metrics

Total campaign reach
Pieces of coverage secured (Afternoon Tea)
Social media posts generated
Positive media sentiment

”Diffusion shared our ambitions for the hotel and stood out because of their sector knowledge and creative approach to building anticipation and generate cut-through with the right media before, during and beyond launch. We were impressed with the strength and breadth of Diffusion’s relationships with key travel media and online influencers, and a proven track-record in driving bookings.”

General Manager, 100 Queen's Gate Hotel

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