PR support for the opening of the Glenver Garden Paveletskaya Hotel
Glenver Garden Paveletskaya 4* is a new business hotel located in Zamoskvorechye, one of the most atmospheric and colorful districts of the center of Moscow, where the history, architecture and spirit of the "old town" harmoniously merge into the modern and elegant style of the capital of Russia. The concept of the modern Glenver Garden Paveletskaya Hotel is a blooming oasis in the center of the metropolis, where every guest can find comfort and care. The flower in the hotel's logo, consisting of 3 petals, symbolizes the past - the history of the place, the present – the comfort of the guests, and the future – the pursuit of excellence.
The hotel's infrastructure includes 230 comfortable rooms of various categories, a restaurant of signature cuisine by chef Dmitry Dorofeev "THE Garden", a concept bar "2G Bar" serving signature cocktails inspired by the history and trends of the future, a conference space with 6 multifunctional transformer halls with a total area of 488 square meters, a fitness center, a club the living room and its own pastry shop "Cake Lab.", where cakes and confectionery masterpieces are created to order.
BRIEF
In October 2024, the management of Glenver Garden Paveletskaya turned to the SEA Company for PR support for the opening of the hotel. The main objective of the PR campaign was to raise awareness not only among individual and business tourists, but also residents of Moscow about new opportunities for weekend vacations, celebrations and romantic dinners in the heart of the capital.
SOLUTION
After negotiations, and taking into account the successful cooperation on the current package "SEO promotion of the hotel website", it was decided to start work on the package "PR support of the opening", designed for 3 months.
REALISATION
The first stage of the work was the creation of a complete press base, including image press releases about the hotel, restaurant and bar, including a legend of the places and a press portrait of the chef. After that, press releases announcing the opening of the hotel, restaurant and bar were written and approved.
At the second stage, after agreeing on all the press materials, a PR campaign was conducted in the relevant media in order to obtain editorial publications about the opening of the hotel and restaurant without attracting a direct advertising budget, including individual visits by journalists, glossy magazine shoots with the participation of popular bloggers and opinion leaders.
The third stage included 2 chamber press events in the format of a tasting of the cocktail menu "no dress code" and a gastro dinner. The event was attended by representatives of leading business and glossy media: RBC Style, Robb Report, Men Today, Interfax, Afisha and others.
At the second stage, after agreeing on all the press materials, a PR campaign was conducted in the relevant media in order to obtain editorial publications about the opening of the hotel and restaurant without attracting a direct advertising budget, including individual visits by journalists, glossy magazine shoots with the participation of popular bloggers and opinion leaders.
The third stage included 2 chamber press events in the format of a tasting of the cocktail menu "no dress code" and a gastro dinner. The event was attended by representatives of leading business and glossy media: RBC Style, Robb Report, Men Today, Interfax, Afisha and others.
RESULTS
FOR 3 MONTHS OF WORK
1
All basic press materials about the hotel and gastronomy have been created and approved, which continue to be actively used by the hotel in external communication.
2
An individual visit by 17 journalists from federal business and glossy media was organized.
3
Two press events were organized.
4
30 publications announcing the opening of the hotel were published, of which: Tier1 (federal media) – 19 (63%), Tier2 (regional media) – 2 (7%), Tier3 (industry media) – 9 (30%). The total AVE indicator was more than 54 000 euro, and the OTS indicator was more than 195 million people.
PUBLICATIONS
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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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