The Reach at Piccadilly, A Tribute Portfolio Hotel, part of Marriott Bonvoy’s portfolio of more than 30 extraordinary brands, opened in the summer of 2024. Located in city-centre Manchester, this new, premium 215-bedroom, design-led hotel pays tribute to the city’s industrial heritage and iconic waterways.
Tempt was brought on board to officially launch The Reach at Piccadilly, announcing its arrival, raising awareness, creating traction and making an impact through PR and social media.
CLIENT
Objectives.
Our brief was to promote The Reach at Piccadilly to regional and national markets, generate PR coverage across the UK, and create innovative content opportunities that showcase the hotel’s USPs.
On socials our objectives were to get The Reach name out there to target audiences by creating engaging social media content which drums up excitement and engages audiences pre and post-launch. We then wanted to remain part of the conversation by engaging with localised content.
Strategic
approach.
The PR campaign centred on driving exposure around the launch of The Reach at Piccadilly, creating a buzz both locally and nationally. We targeted three different markets: Hotel trade (to build credibility), national consumer (to generate awareness), and local (to build a sense of community).
We started by crafting and sharing an opening announcement press release, before inviting key media titles and influencers to experience the hotel and restaurant for themselves. We continually pitched for features over the six-month launch campaign. We also managed guest lists for a series of launch events, including a press lunch and the official launch party.
Starting with a competitor analysis, we crafted a bespoke social media strategy to create excitement around this new hotel and reach target audiences. We crafted social media schedules for Instagram, Facebook and LinkedIn, effectively communicating the hotel’s key messaging and offering while leading with destination-led, organic content. We also used social media to engage with the local community and partners. In addition to this, we managed a series of photoshoots and created impactful video content. We continually pitched for seasonal features, including Black Friday and Christmas menus.
Summary
of activity.
PR
- Crafted and issued press releases to national consumer, trade, and regional titles, continuously pitching to generate coverage.
- Hosted a local media press lunch on the opening week.
- Researched and reached out to influencers and press to secure stays.
- Issued invites for the launch party and managed a guestlist of 300.
- Pitched for seasonal review features and stories, including destination pieces for 2025.
Social Media
- Mapped out a launch strategy for social media across Instagram, Facebook and LinkedIn.
- Gave creative direction pre and post-launch to tell the brand story to audiences.
- Managed accounts on a daily basis, building traction, then demonstrated in monthly reports.
- Crafted a mix of videos, carousels, static images, and reels to showcase the hotel offerings.
Our Results
We generated coverage in national and international titles including OK! Magazine, Glamour Magazine, Red Magazine, House of Coco, Financial Times China, British Culture in Japan, H&N Magazine, Hotel Owner, and Business Traveller. We also secured local coverage in titles such as Manchester Evening News, The Manc, Cheshire Life Magazine, The Guide Liverpool, Lancashire Life and more. This resulted in more than 65.5 million opportunities to be seen.
Across the launch period, we reached more than 40k accounts on Instagram through purely organic content. In the first six months, the social media following grew to over 7K.
We continue to work with The Reach on PR and social media.
”“From day one, the Tempt team have been easy to collaborate with—always responsive, proactive, and quick to address our needs.
Their creativity is truly impressive—always thought-provoking and innovative. They consistently bring fresh ideas to the table that challenge our thinking and keep our marketing campaigns engaging. The level of creativity they bring to our projects has been a real asset, helping us stand out in a competitive market.
We’ve been working with Tempt for 18 months now, and it’s been a rewarding experience from start to finish. They have truly become an extension of our team—reliable, dedicated, and always aligned with our goals. Their expertise in marketing, PR, and social media has had a significant positive impact on our business, and we couldn’t be happier with the results.”
Peter Nye, General Manager at The Reach at Piccadilly