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INCREASE THE RECOGNITION OF LAZZONI HOTEL IN RUSSIA WITH MINIMAL INVESTMENT

Lazzoni Hotel is an urban five-star boutique hotel located on the shore of the Golden Horn Bay in one of the tourist areas of Istanbul (Beyoglu). The hotel is suitable for those who like to explore the culture, history and gastronomic map of the city, but at the same time, prefer to live and relax away from noisy streets and crowds of people, surrounded by many green spaces and water.

PROBLEM

The Golden Horn Bay is a dynamically developing area of Istanbul, which tourists have hardly heard anything about. For many people, knowledge about Istanbul is limited to two districts – Sultanahmet and Taksim, while other central districts of the city, which also host objects of display and cultural heritage, remain without a tourist. The lack of knowledge about the advantages of the Golden Horn area is a barrier to the growth of sales of Lazzoni Hotel.

DECISION

To increase the awareness of Russian tourists about the Golden Horn Bay on a large scale and increase sales through B2B and OTA channels, SEA Company offered to organize a press tour for journalists of leading Russian media. With the help of the press tour, the hotel will be able to reach as many people as possible from several target audiences: mass tourist, luxury clients and individual travelers. To do this, it was proposed to include journalists from the largest Russian news agencies (Interfax Tourism and Lenta.ru ), representatives of the on-board magazines of two leading Russian airlines (Aeroflot and S7), as well as representatives of the international lifestyle gloss and travel magazine (Harpers Bazaar and National Geographic Traveler).

REALISATION

1. The analysis of the Russian information field was carried out: existing publications about the Golden Horn were studied, as well as poorly illuminated blocks were identified, which were later emphasized for journalists.
2. In order to minimize the costs of organizing the tour, partners were involved: DMC Aqua Travel, which provided transfer and excursion services, as well as Turkish Airlines, which provided access to business lounges.
3. The Public Relations, Advertising and Marketing Department prepared a tour program and invitation letters for the participants. The tour program was designed for a comfortable stay of journalists at the hotel, testing of all hotel services, exploring the area of the hotel, visiting the main tourist places of the city, including those located within walking distance from the hotel.
4. The staff of SEA Company ensured full coordination of the tour: from the purchase of air tickets to the full accompaniment of participants during the press tour with language support.
5. The hotel's press kit has been prepared, and all the necessary information has been provided to journalists after the press tour.
6. Coordinated publication output.
7. An analytical report and a press clip have been prepared.

RESULT

1. As the actual result of the provision of services, all publications were published in full and on time.
2. The OTS indicator was more than 86 million people.
3. The AVE indicator amounted to more than 3.2 million rubles (more than 40,000 euros).
4. The value of the service: the cost of the full organization of the press tour did not exceed 20% of the AVE indicator, which is a confirmation of savings of more than 80% of the budget compared to the placement of direct advertising in media.
5. After the release of the first publications, an active growth of individual bookings was noticed, as well as visits to the hotel's website.
6. Trust has been formed between target audience and the hotel and its location, which had a positive effect on the effectiveness of cold sales. The published publications are used by SEA Company's sales department as an informal proof of the quality of the hotel's services and its demand among Russian tourists.
PUBLICATIONS AFTER PRESS TOUR
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S7 Magazine (January 2022/ Lazzoni Hotel)
Aeroflot January 2022 / Lazzoni Hotel