Tourism - It's Beatles forever at lush Liverpool hotel

Campaign: Hard Days Night Hotel Client: HMI PR Team: Eulogy Timescale: November 2007-February 2008 Budget: £20,000

 

Hard Days Night Hotel is a new four-star boutique hotel in Liverpool developed by HMI and featuring Beatles-themed artwork. The Grade II listed hotel is situated in the Beatles quarter of Liverpool, yards away from the famous Cavern Club.

OBJECTIVES

- To get the regional, national and international media to write about the hotel

- To drive traffic to the hotel website

- To achieve room bookings.

STRATEGY AND PLAN

The launch was originally planned for November 2007. Eulogy advised the hotel to wait until February so it could capitalise on Liverpool's Capital of Culture status in 2008. The team worked with government agencies such as VisitBritain and Mersey Partnership, and with Beatles bloggers and sites.

MEASUREMENT AND EVALUATION

The campaign achieved more than 275 pieces of press coverage, with a total print circulation of more than 343 million. It also appeared on BBC Breakfast, BBC North West, BBC Radio 4, Granada and ITV News. There was also global broadcast coverage.

RESULTS

Hits to the website www.harddaysnight hotel.com rose from 80,000 per week to more than 1.4 million in the four days after launch. The day after launch, the hotel took 184 room bookings and the average number of bookings per day rose from 40 before launch to more than 130 per day after.

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