PR representation of Chekhoff Hotel Moscow
Curio Collection by Hilton
The five–star Chekhoff Hotel Moscow is Russia's first representative of the unique collection of Curio Collection by Hilton hotels, located in the heart of the business and cultural life of the capital, on Malaya Dmitrovka Street. The hotel building, built in 1891 by order of merchant A.A. Shishkov, has a special historical value. The great Russian writer Anton Pavlovich Chekhov once lived and created his works here. According to one legend, it was in these walls that the world-famous play "Three Sisters" was written.
95 comfortable rooms of 5 categories are available for guests of the Chekhoff Hotel Moscow: from cozy Comfort to luxurious Chekhoff Suite. On the ground floor there is the author's restaurant Chekhoff Cafe & Bar, divided into 2 spaces. The first one serves classic Russian cuisine in a modern interpretation, and the bar part offers original drinks from the famous Moscow chef-bartender Vasily Zheglov, as well as an exclusive wine list, where each drink is selected by a professional sommelier team.
BRIEF
In 2018, the Golden Apple Boutique Hotel, popular with business tourists, was closed for a complete renovation and rebranding due to a change of owner and management company. The opening of the renovated hotel was scheduled for the summer of 2019 under the new for Russia brand Curio Collection by Hilton, which unites unique historical hotels around the world.
The management of the hotel had a double task: to tell the target audience about all the advantages of a new brand for Russia and to convey to the regular customers of the previous hotel information about the return of their favorite place in an updated format.
In January 2019, the management company «360 EXECUTIVE HOTEL MANAGEMENT» approached the SEA Company with these tasks.
The management of the hotel had a double task: to tell the target audience about all the advantages of a new brand for Russia and to convey to the regular customers of the previous hotel information about the return of their favorite place in an updated format.
In January 2019, the management company «360 EXECUTIVE HOTEL MANAGEMENT» approached the SEA Company with these tasks.
SOLUTION
In order to implement the tasks set, as well as after a detailed acquaintance with the concept of the future hotel, it was decided to start cooperation on the "PR representative" package in March 2019 - a few months before the technical opening of the hotel.
REALISATION
The first stage of the project was the creation of a legend and PR positioning of the hotel, including the definition of the tone of the voice, key messages and communication channels, a PR and marketing plan.
As part of the second stage, a complete press base was created, including an image release, a release about the opening of the hotel, as well as press portraits of speakers.
The third stage was the "warming up" of the target audience through the active announcement of the imminent opening of the hotel in the federal glossy media of Russia.
The fourth and main stage of PR support, including regular media publications, initiation of visits by opinion leaders and journalists, cross-marketing collaborations and other activities of classic PR tools, began in June 2019, when the technical opening of the hotel took place.
As part of the second stage, a complete press base was created, including an image release, a release about the opening of the hotel, as well as press portraits of speakers.
The third stage was the "warming up" of the target audience through the active announcement of the imminent opening of the hotel in the federal glossy media of Russia.
The fourth and main stage of PR support, including regular media publications, initiation of visits by opinion leaders and journalists, cross-marketing collaborations and other activities of classic PR tools, began in June 2019, when the technical opening of the hotel took place.
RESULTS
FOR 12 MONTHS OF WORK
1
58 publications about the hotel have been published in federal, regional and industry media, of which: 25 editorial articles, 20 editorial news, 13 editorial reviews. The AVE indicator was 232 425 USD.
2
Individual visits of journalists are provided for the presentation of the hotel and restaurant, including: TATLER, AD, GQ, Harper's Bazaar, Cosmopolitan Russia Today, Capital FM, Moskva24, Russia Today, Grazia, Departures, Woman.ru, Marie Claire and others.
3
The hotel is included in the list of recommended hotels in Moscow according to the Louis Vuitton City Guide.
4
Organized:
- the grand opening of the hotel with the participation of glossy media, including the development of the concept, the selection of artists and technical support;
- business breakfast of AD magazine for leading designers from Italy in the hotel restaurant;
- fashion-shooting of TATLER magazine in the interiors of the hotel;
- a series of interviews with OK! Magazine and MAXIM with representatives of show business in the hotel restaurant;
- National Geographic Russia photo contest in the hotel restaurant;
- own evening event of the Curious Fridays series with the involvement of RBC as an information partner.
- the grand opening of the hotel with the participation of glossy media, including the development of the concept, the selection of artists and technical support;
- business breakfast of AD magazine for leading designers from Italy in the hotel restaurant;
- fashion-shooting of TATLER magazine in the interiors of the hotel;
- a series of interviews with OK! Magazine and MAXIM with representatives of show business in the hotel restaurant;
- National Geographic Russia photo contest in the hotel restaurant;
- own evening event of the Curious Fridays series with the involvement of RBC as an information partner.
5
The hotel has became a partner:
- Alfa Private Banking loyalty program;
- exhibition of works by Marc Chagall presented at the New Jerusalem Museum;
- the ceremony of awarding the annual National Geographic Traveler Awards 2019.
- Alfa Private Banking loyalty program;
- exhibition of works by Marc Chagall presented at the New Jerusalem Museum;
- the ceremony of awarding the annual National Geographic Traveler Awards 2019.
PROJECT IN PRESS
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Ⓢ skype: seacompanymoscow
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✉ info@sea-company.com
Ⓢ skype: seacompanymoscow
«Business center Convent Plus
«Bagrationovskiy proezd, 7, bld 20B, Moscow, 121087
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