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Canopy by Hilton London City: Hotel launch

Diffusion was tasked with launching the UK’s first Canopy by Hilton hotel, located in the heart of London’s East End.  Set within the multi-million-pound Minories development close to Aldgate station, the eco-conscious 340-room hotel provides the perfect base for design conscious travellers looking to immerse themselves in London’s lively East End.  Diffusion’s PR campaign needed to bring to life the hotel’s vibrant personality, positioning it as an exciting new lifestyle destination and generating cut through at a time when there was fierce competition from other hotels who had delayed their openings due to Covid-19.

Insight & Idea

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.

Impact & Action

Diffusion’s launch campaign generated 34 pieces of coverage, including in top tier publications such as The Sun, Mail Online, Stylist, Daily Express, Hello! Magazine, Harper’s Bazaar, Cosmopolitan and Heat Magazine.

The Metrics

Pieces of launch coverage secured
Total campaign reach
Reviews secured
Positive sentiment
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