Our activity took the shape of an integrated marketing campaign which included media and influencers relations, event activation and a plan to deliver user generated content to support the hotel’s social media channels with evergreen content.
We project managed the campaign but worked in collaboration with the hotel team at a corporate and local level on plans for the event, with AMBITIOUS providing local market direction, inputting to the event strategy, developing the guest list and the local team delivering event execution.
Throughout the campaign, we provided counsel and support to ensure campaign objectives were reached and that our guests’ expectations were met.
We rebuilt the brand’s relationships with the agreed media targets and delivered feature contributions, interviews, news stories, society photo-led stories– exceeding our targets for securing editorial coverage.
We curated the guest list and supported the client to organise an event of two parts to suit the different audiences we were seeking to reach:
- We identified decision makers and leaders who hold senior roles in influential local business groups and extended invitations to their memberships. We also leveraged our own extensive AMBITIOUS connections to ensure a well networked guest list. They were given a gastronomic tour of the hotel, trying out different event set ups and showcasing the hotel’s facilities and services
- Simultaneously, we held an event in the Royal Wing specifically aimed at 25 micro influencers, including the igers community, vloggers and bloggers. This was an intimate and exclusive setting and included a set up that met their needs e.g. cocktail demonstration, photo wall and food displays. We also invited seven key influencers to spend the night at the hotel to get the full experience. Through the event set up and activation we ensured the social influencers had everything they needed to create multiple formats of social media content including vlogs, blogs, Instagram stories and social media posts