Principal Hayley Hotels and Conference Venues offer a unique 'a la carte' selection of luxurious city-centre hotels and dedicated conference and training venues situated in some of the most striking locations around the UK and Western Europe.
Campaign
Launch Principal Hayley’s first two European conference venues; Château Saint Just in Paris and La Mola in Barcelona
Objectives
- Launch Château Saint Just and La Mola to UK based media
- Promote Principal Hayley as the first UK conference brand to expand into Europe
- Underline the qualities of a Hayley Conference Centre; unique learning environment; away from city centres
- Raise awareness of Principal Hayley as an upscale hotel and conference venue group
- Ensure monthly targeted messages to key audiences
- Generate enquiries and bookings
- Promote La Mola as a conference venue designed with sustainability at its core
Strategy and tactics
Our main aim was to create a teaser campaign three months prior to the opening of the two new properties in Barcelona and Paris in order to create a buzz and generate as many enquiries and sales ahead of the opening as possible. To do this we planned to ensure constant presence in key media and engage with stakeholders including Maison de la France and the Spanish Tourist Office.
Results
- Coverage gained in Meetings & Incentive Travel, ITCM, Dial, Conference News, Conference & Incentive Travel, Square Meal, Buying Business Travel
- Repositioned Principal Hayley as a European Hotel and Conference Venue group
- One million Euros taken in bookings the month before opening of Château Saint Just.
Measurement
- PR value of £42,510
- Return on investment: 3.03
- Circulation: 803,843
- Total reach: 899,200
