Dex: Venue Launch
Overview
Dex, the world’s first DJ Boutique Hotel and Private Members Club; brought to you by the man who gave you Smiths & Smithfield, Stuart Hopson Jones. Dex boasts unique elements, including DJ decks in every room, six individually furnished beautiful hotel rooms situated above the fabulous nightclub with 24 hour licence. Tipped to be one of the most stunning Urban views of London’s skyline, Dex’s open air terrace complete with 8 man hot tub, Bedouin tents and plush sun loungers makes this the ultimate party spot. Coupled with a menu created by ex Bluebird chef, and an extensive cocktail menu- excellent food and drinking experience
The Brief
• To establish Dex to the trade and consumer media as London’s hottest new destination to be seen at, by promoting it’s unique concept of being the world’s first DJ Private Member’s Club and Hotel. Make Dex not only the ultimate clubbing experience, but also the number one destination for the music scene, for bands and fans alike.
• Position Stuart Hopson Jones as pioneering the new generation of clubs. Create excitement and intrigue amongst the relevant media, and launch the unique concept that is- Dex.
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The Challenge
• To convince both consumers and media alike that Dex is the ultimate Private Members Club and DJ Hotel for movers and shakers of the industry to be seen at- diverting away from the fact that it is situated above ‘the infamous KFC’ in the heart of Brixton.
The Solution
• To activate an extremely deep media strategy. Firstly, create intrigue and excitement amongst the relevant media sectors, focusing on the music, clubbing, London scene and generate coverage surrounding the pre-launch event.
• Organise media visits, interviews and cocktail samplings.
• To organise the official launch event of Dex, ensuring heavy media and press attendance focusing on the music, design, nightlife and style press.
The Results
Over 112 members of key press attended the event, with an eclectic and exciting mix of broadcast, regional and national media. In total, over 22 pieces of coverage were achieved. |
