Royal Wedding Special - Corporate - St Ermin's Hotel relaunch has global appeal

After Westminister-based St ermin's Hotel underwent a £30m revamp, WixHill decided to host a press lounge that would take advantage of the world media focus during the royal wedding.

St Ermin's Hotel: £30m revamp
St Ermin's Hotel: £30m revamp

Campaign: A royal re-opening of the St Ermin's Hotel
Client: Amerimar Enterprises
PR team: WixHill
Timescale: April-May 2011
Budget: £5,000

Objectives

- To exploit the presence of the world media to showcase the new hotel

- To secure long-term travel features.

Strategy

The press team approached London & Partners, the Government's new tourism and inward investment body for London, to co-host the press lounge, to help give the event an official status. The body gave WixHill access to its global press list and provided the agency with a spokesperson and additional staff on the day. Visit Britain invited its contacts from across the globe. Extensive social networking was used to secure pre-registration.

Measurement and evaluation

More than 100 writers, photographers and TV crews from 12 countries signed in during the day from a pre-registration response list of almost 200.

Results

St Ermin's became the outside broadcast base for LBC, and the base for many royal and crime correspondents. Relationships were built with London's major publicity bodies ahead of the Olympics.

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