The Radisson SAS Waterfront Hotel in Jersey is a new build property, with unrivalled views of Jersey’s Elizabeth Marina, Elizabeth Castle and St Aubin’s Bay, boasting 195 guest rooms and suites, a Cocktail Bar, a French Brasserie and a leisure suite. The property also offers five elegant meeting rooms and a unique event space on the top floor of the hotel’s central tower.
Campaign
To launch the hotel to the UK and local media
Objectives
- Launch the property to the local, leisure and business tourism markets
- Raise awareness of the hotel in both business and leisure market
- Build perception of the Radisson SAS brand
- To raise profile of Jersey as a business and leisure destination
- To promote individual amenities: restaurant, bar, meeting facilities, spa to local market
Strategy and tactics
Capitalising on the newness of the property, our strategy aimed to create a personality for the hotel, engage audiences and create noise. To do this we segmented the market to create a campaign tailored to each with a specific focus on the business traveller. Davies Tanner also planned to engage with local businesses to promote Jersey and the hotel as an all round tourist destination.
Results
- Coverage generated in publications including The Times, Daily Mirror, Vogue, easyJet In-Flight, Business Life, Square Meal, BBC Jersey, Event and C&IT
- Developed and launched the Seasoned Shopper Experience which generated national coverage and resulted in 150 packages being sold
- Arranged press trips for media including The London Paper, Square Meal, M&IT, Fresh, Sleeper and TTG Business
Measurement
- Advertising value equivalent: £103,565.70
- Total PR value: £310,697.10
- Circulation: 9,450,566
- Total reach: 28,351,698
