The Trafalgar Hotel
Hilton Group
New Brand Launches
The Trafalgar Hotel launch was the most exciting new London hotel opening since the Sanderson Hotel in 1999. It served as Hilton’s first foray into the boutique arena, creating a new hotel experience for a new customer–base — 25–45 year olds.
The Brief
Create positive awareness and buzz around Hilton’s new boutique concept with the media, fashion and entertainment worlds:
• Secure and sustain coverage during a six-month campaign period, targeting lifestyle, fashion and travel press
• Position The Trafalgar Hotel across all communications as up-market and luxury
The Challenge
Distinguish The Trafalgar Hotel as its own unique, boutique hotel versus another link in the Hilton chain.
The Solution
Create an integrated PR and marketing program that would include: |
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• Establishing the Friends of Trafalgar network of key influencers from the world of media, film, fashion, music and design industries, including Simon Mills, Nicky Haslam, Shebah Ronay and Mimi Spencer
• Create and manage a “must attend” launch party to mark The Trafalgar Hotel’s opening, featuring a guest list studded with media, celebrities, paparazzi and film crews
• Host a series of journalist one-on-one sneak preview hotel tours to fuel interest
• Establish Rockwell (the hotel bar) and roof terrace as a private hire venue by offering it as a fashion shoot location and magazine industry venue
The Results
• The launch party was attended by 1,300 guests, including 700 media, celebrities, paparazzi and film crews
• Press Coverage included national newspapers and colour supplements (Wall Street Journal, Saturday Telegraph, Independent on Sunday, Evening Standard/ES Magazine, Wall Street Journal, Financial Times), consumer magazines (Elle, House & Garden, Red, Vogue, Harper’s & Queen, GQ), in-flight magazines (BA High Life, Virgin), television (CNN) and radio (Capital FM, LBC)
• Audience Reach: 49 million + |
