Hotel Launch

Hotel Launch

THE BRIEF:

Rapidly drive sales of Hard Rock Hotel Ibiza, the first Hard Rock Hotel in Europe. Create a strategic media campaign involving pre, during and post-launch activity.

THE APPROACH:

The pre-launch period kicked off at the World Travel Market trade show in London, holding interviews with key travel editors and sponsoring the leading UK travel trade publication’s WTM party.

To celebrate the launch, a series of press trips took place, two pre-launch with The Times and The Sunday Times with the coverage published on the opening weekend, and subsequent trips attended by the likes of The Daily Mail, The Mirror, The Sun and MTV, in collaboration with British Airways. 

To sustain interest after the launch period, we held a UK media event highlighting one of the most impactful gastronomic elements of the hotel; ‘Sublimotion’, an interactive and sensory restaurant created by Michelin star chef Paco Roncero. A select list of UK journalists were invited by LOTUS, securing titles such as  Conde Nast Traveller, The Sunday Times Travel Magazine, The Daily Telegraph, Evening Standard, Vogue UK, and Harper’s Bazaar. 

Broadcast exposure was secured following an exclusive interview with MTV and headline act Nile Rodgers.

RESULTS:

  • 250 features
  • £1,500,000 AVE  
  • 10,000,000 circulation
  • Won Travel Marketing Award for Best Representation Agency
  • Won TTG Award for Best Representation Agency