The suite was strategically launched in January to coincide with Veganuary in the UK. An exclusive was secured with the Sunday Times to unveil the suite as a double page spread in the travel section, ensuring maximum impact in a high circulating national newspaper. Diffusion then took the story global, to target media in key in-bound tourism markets. This was supported with a reviews programme, carefully targeting key social influencers and reporters with an interest in health, sustainability and veganism. Diffusion also secured further coverage for the campaign through inclusion in broader features on veganism and ethical travel trends.
The campaign has generated well over 100 pieces of coverage including the Sunday Times, The Sunday Telegraph, Mail Online, ITV News, Metro, London Evening Standard, Vogue and the Financial Times. International coverage includes The South China Post, LA Times and The Wall Street Journal. The Vegan Suite campaign delivered a significant and measurable business impact, creating a halo-effect for the whole hotel, driving both greater brand awareness and consistently higher YOY room occupancy rates throughout 2019.