Fraser Suites makes global headlines and reaches millions, thanks to hotel PR experts
Sunday, September 19th, 2010
on behalf of Fraser Suites, Edinburgh
New boutique venue stands out from the crowd with help from wildly successful 10 month hotel PR campaign
MOST businesses face a challenge in how to stand out – competition is fierce, rivals are highly-motivated and efforts to improve customer service is the new business arms race.
When you are a challenger brand in the hotel sector and about to open your first venue in one of Europe’s most popular tourism and visitor destinations, the scale of that challenge is even bigger.
Step forward Fraser Suites Edinburgh. As the group planned to open a flagship venue in Scotland’s booming capital city, it knew it would need more than its outstanding location, bags of heritage and beautiful interior design – it would also need a PR agency to help tells its story.
With the growth of online travel and review sites reaching fever pitch, the team behind Fraser Suites Edinburgh knew they would need to make the most of its obvious assets to cut through in an incredibly crowded and noise landscape and put its name on the lips of savvy travellers.
With the help of the hotel PR experts at our award-winning public relations agency, we planned, shaped and delivered an intensive burst of positive media coverage over a 10-month hotel PR campaign. Highlights included:
- A total of 715 items of coverage during the 10 month campaign.
- That coverage created an enormous 400 million opportunities to see the hotel name and its important key messages
- Extensive coverage by the biggest broadcast titles in the country including the BBC and STV
- Prime spots on some of the world’s biggest travel sites, Trip Advisor, Booking.com and Lastminute.com
- Frequent newspaper coverage across the all-important city market, via hugely influential titles including The Scotsman and Evening News
The hotel PR campaign built buzz and interest across the local, UK and international markets. It delivered vital results and traction in the all-important digital travel and review sites. All of this showcased the hotel’s city centre location in a restored landmark, its 75 individually styled rooms with amazing views of the capital and the outstanding quality of the staff.
Read on to find out exactly how our team of hotel PR experts managed to deliver such stellar results:
1 –Making the hotel opening memorable, with outstanding launch PR
The launch of the luxury boutique hotel was something to be celebrated and marked with an equally lavish event.
Notably, it featured an homage to Sir Walter Scott due to the hotel’s panoramic views of the Scott Monument – with a talented actor brought in to play the role of the famous writer, while interacting with guests.
Meanwhile, those lucky enough to have a ticket to the event were also each given a commemorative edition of the Edinburgh Courant, the historically important newspaper once based in the building.
Our PR experts tied all unique aspects of the hotel together which made sure the news of the launch night stretched beyond the fortunate guests who were there for the night.
While the launch saw the boutique hotel hit the headlines worldwide, reaching business and leisure travellers from across the globe, it also built relationships with key contacts such as VisitScotland and Marketing Edinburgh who are responsible for putting the Scottish capital on the map.
2 – Giving Fraser Suites a Window on the world with hotel PR
Situated in a centuries old, Grade B listed building, Fraser Suites Edinburgh was sure to have a few historical stories which would catapult the venue into the media.
When workers renovating the building uncovered a long lost, rare and historic stained glass window which celebrated important Scottish figure Sir Patrick Geddes, we knew it would create an enormous amount of buzz.
We arranged eyecatching PR photography expert to capture the artefact and shone a light on the unique story which was then picked up by the most respected national, local and digital news outlets which was a huge success for Fraser Suites.
The momentous amount of positive coverage ensured that Fraser Suites was put on the radar of top names in the hospitality industry and put in front of the eyes of the most important audiences.
3 – Spine tingling hotel PR to make things go bump in the night
In a city packed full of history and heritage – including many gruesome goings-on – it was no surprise when a ghostly tale cropped up at Fraser Suites’ building.
Despite the hair-raising nature of the story, our award winning PR experts knew that this was an opportunity for Fraser Suites to gain valuable coverage.
With countless visitors putting Edinburgh on their travel itinerary precisely because of the city’s many ghost tours, we know the chilling story would showcase Fraser Suites to a paranormal-loving audience.
Sure enough, the ghostly story gained extensive digital coverage on leading paranormal blogs as well as highly sought after local coverage in top title the Edinburgh Evening News.
4 – How a Kilted Concierge delivered outstanding hospitality PR
Edinburgh boasts a multitude of unique attractions, but Fraser Suites had one that it was more than happy to unveil to visitors.
The venue’s strapping, multilingual 6ft 4in concierge, Rudy, whose stature and five star customer service made him an overnight sensation.
We arranged and delivered successful PR photography to capture Rudy in his uniform and made him the talk of the town in the city’s most read title.
The images formed part of extensive media coverage, boasting a reach of more than five million opportunities to view worldwide – even making an appearance on a popular Pinterest board dedicated to kilt style.
Rudy’s frequent exposure to well read local titles was vital to the campaign in reaching Scottish business and leisure travellers and kept Fraser Suites in the sights of the press following their launch.
5 – 250-year-old newspaper delivers modern hotel PR headlines
The building now occupied by Fraser Suites has a rich history, including a long spell as home to one of the UK’s most influential early newspapers.
So when Fraser Suites sourced an antique copy of a newspaper which rolled of the presses at the St Giles Street venue 250 years ago, we turned that into a thoroughly modern media story, complete with a gallery of impressive PR photographs.
When the historically important vintage newspaper returned home and was proudly displayed in the hotel’s lobby, we made sure that the modern media heard all about it.
The article was covered nationally in some of the nation’s biggest publication and created a whopping 37 million opportunities to see the story.
The national coverage boosted awareness of Fraser Suites and highlighted the fact that they were committed to showcasing the city’s history in their venture. It was monumental coverage for the establishment and showcased them to a huge audience – including loads of potential customers.
6 – Digital PR helps Fraser Suites check into online media
While traditional media remains vital for hotels and hospitality venues, during the 10 month campaign in 2009/10, our digital PR experts spotted the opportunities for Fraser Suites to score big in the burgeoning digital landscape.
While the team at Fraser Suites Edinburgh were well aware of the need to navigate the emerging online world, our digital PR experts ensured the venue’s reputation was boosted globally.
Our PR experts released each story to the most important online contacts and successfully gained coverage on the websites of leading hospitality heavyweights such as Booking.com, Trip Advisor and Lastminute.com.
Digital coverage propelled each story and recommendation, ensuring Fraser Suites benefitted from wide reaching results and prominence in the digital world.
Indeed, that online coverage over the 10 month campaign reached hundreds of millions of potential guests worldwide and positively showcased Fraser Suites Edinburgh to the world.
Ultimately, Fraser Suites Edinburgh was thrilled with the planning and execution of the 10-month long project, which delivered outstanding results while also ensuring its most important key messages remained at the heart of a hugely successful
Our hotel PR experts carefully planned the campaign to maximise the exposure in both traditional and new media.
The campaign which Holyrood PR delivered for Fraser Suites is just one example of how powerful hotel PR could boost your business – check our out dedicated hotel PR hub can provide further examples of the stories that we tell to the world.
Do you want your hotel pub, restaurant or venue to benefit from outstanding hospitality PR?
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Scott Douglas is the co-founder of the multi award-winning Holyrood PR, renowned public relations agency in Edinburgh, Scotland.
As well as providing expert PR services in Scotland and the UK, the former journalist heads a team which offers a host of other professional media services.
Those include crisis management PR, photography for business PR, affordable business video, social media campaigns and strategic content planning and delivery for businesses of all sizes.
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