To start building anticipation ahead of the hotel’s opening, Diffusion identified top tier consumer lifestyle journalists and F&B writers to invite to the hotel and experience it’s offering first-hand as part of a targeted reviews strategy. Media contacts were approached, and Diffusion worked with each one to scope out the specifics of the review opportunity, ensuring that the logistics of each agreed media review were captured and that the experience was seamless.
Ahead of launch, Diffusion developed media messaging for the hotel, to bring to life it’s ‘Positive Stay’ proposition and pitched out ‘sneak peek’ content to secure round up opportunities, such as hottest new openings and top London stays, ahead of opening. This approach enabled us to generate coverage in the run up to launch, and ensure a steady stream of in-depth coverage to drive bookings as the hotel opened its doors.
In addition to the core consumer media campaign, Diffusion also looked after Canopy by Hilton London City’s trade PR, developing and pitching news announcements to key industry press, and developing key trade media relationships for the hotel.