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Hotel Indigo Durham

Hotel Indigo and Interstate Hotels were renovating a beautiful historic building to bring a new hotel to market in Durham. Hotel Indigo hotels are individually designed to reflect the personality of their surroundings to create a boutique experience for the guest.

We worked with the hotel’s owners, the General Manager, the hotel operator and the parent brand team to launch the hotel which required high quality and frequent communication and organisation. Our launch strategy focussed on influencer and media engagement, digital and outdoor advertising, and development of a bespoke website to raise awareness of the new hotel within its target markets.

A list of influencers was developed and a programme of tours, events and content distribution was created to inform, entertain and educate the audience about the plans for the historic building.

PR and content activity included:

  • PR campaign planning and research including developing media and influencer lists
  • Proactive content creation for social media
  • Out of hours social media monitoring and responses
  • Building relationships with key contacts to secure editorial ahead of the launch
  • Liaising with press and influencers to attend ‘sneak peek’ tours
  • Co-ordinating competitions / free stays with both influencers and local/regional radio
  • Arranging and overseeing photoshoots
  • Arranging influencers for stay reviews
  • Arranging VIPs for ‘ribbon cutting’ at intimate launch event
  • Development of a bespoke website to host content for potential visitors and guests to Durham

The hotel sat best in class for customer satisfaction after only eight weeks of opening within the parent brand in Europe. We also achieved coverage in over 80% of our target publications with a positive sentiment in all editorial.

The number of searches for ‘hotel indigo durham’ spiked at the beginning of January (Google Trends) and remained high throughout February and March which correlated with the increase in PR and social media activity from our teams working together.

The website launched on time and on budget, and since we have been asked to develop three further independent websites for the brand, including Hotel Indigo Newcastle and Hotel Indigo Glasgow We’ve also worked on brand, advertising and digital projects for Interstate Hotel’s other properties including Nine B and Holiday Inn Leicester.



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