Campaign: A royal re-opening of the St Ermin's Hotel
Client: Amerimar Enterprises
PR team: WixHill
Timescale: April-May 2011
- To exploit the presence of the world media to showcase the new hotel
- To secure long-term travel features.
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.
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.