Polo Club Hotel is a brand-new luxury 41-room hotel in Warwickshire, set within the Dallas Burston Polo Club, Warwickshire, featuring an eclectic cocktail bar, elegant suites, and estate-view balconies. Our brief was to make an impact around the launch by raising awareness of the hotel through media and influencer engagement.
CLIENT
Objectives.
- Drive awareness of the Polo Club Hotel launch across local, regional, and national media, firmly positioning it as a must-visit destination.
- Secure impactful media coverage that captures attention and generates interest among key audiences locally and across the UK.
- Deliver a standout launch event by curating a high calibre guest list of media, local influencers, and business leaders, encouraging engagement with the brand alongside authentic content creation on social media.
Strategic
approach.
Our targeted PR strategy involved reaching out to a curated media list of local and national, consumer and B2B media to raise awareness of the hotel’s opening, inviting journalists to review where relevant.
After our initial outreach to press, we were brought on board by Focus Hotels to generate and manage a high-profile guestlist for the hotel’s launch party, where we identified several key niches that we would target to ensure maximum relevant coverage.
Summary
of activity.
- Created a PR strategy and timeline for the launch.
- Crafted and distributed consumer and trade press releases to ensure a wide range of coverage.
- Curated a targeted guest list of 200 media, influencers, local businesses, dignitaries, and stakeholders.
- Managed the guest list and handled RSVPs for all guests.
- Liaised with partners such as Shakespeare’s England and Visit England.
- Meet and greet on the day of the launch party, welcoming guests and introducing them to the hotel.
- Took over the hotel’s Instagram throughout the launch party, posting stories and resharing influencer content.
- Captured footage for a launch party highlight reel.
- Crafted and issued a post-event press release.
Our Results
We generated coverage in titles such as Coventry Live, Coventry Telegraph, Warwickshire World, Insider Media, and Boutique Hotelier, resulting in 22 pieces of coverage and over 94 million opportunities to be seen in the media.
We ensured the attendance of approximately 180 guests, including journalists from the BBC and Bauer Media, luxury lifestyle influencers, and a range of local stakeholders and business owners. We also organised influencers stays on the night of the launch party, with subsequent social media coverage resulting in a potential audience reach of approximately one million.
Social media management on the night led to a huge spike in engagement, with followers rising by 19.8% in the week following the event, and profile visits soaring by an added 928.9% compared to the week before.