W Hotels

THE BRIEF

Deliver multi channel PR comms to increase exposure in the UK for W Retreats (Maldvies, Koh Samui & Bali-Seminyak)

Created buzz and excitement for the W Retreat Koh Samui and W Retreat & Spa Bali-Seminyak ahead of their launch in the UK and continued buzz around the established W Maldives Retreat to keep front of mind
Executed a robust press office for all three properties to key travel, trade, fashion, design and lifestyle titles
Hosted a media event at a key central London location to introduce key media to the W Retreats
Introduced a number of celebrities to the W Retreats and managed any trip requests
Worked with travel partners to build relationships and develop contra-deals for media trips
Investigated and evaluated ROI of ad-hoc FOC travel requests for key media
Managed all media familiarisation trips for the W Retreat & Spa Maldives
Built up spokesperson profiles within the UK press to ensure the brands become an authority on the travel industry

20 top tier media attended the W media event - titles included, COnde Nast Taveller, Vogue, Elle, Wallpaper, Mail on Sunday and the Independent
30 top tier media introduced via targeted 1:1 media bonding sessions in a two-month period
45 media coverage pieces secured during a 7 month period

Territory: UK