How quickly to tell the target audience about the opening of a new hotel
WeFamilyGroup is a restaurant and hotel holding with more than 25 facilities located in the company's home region - the Tambov region. Among the holding's projects is a collection of designer hotels with 34 to 46 rooms, as well as SPA and MICE facilities.
On October 14, 2022, WFG opened a new hotel, which was the first project located outside the home region. It became the design hotel "Murom" (38 rooms) in the city of the same name in the Vladimir region.
New hotels that are not part of well-known hotel brands often face a lack of the expected level of occupancy of the hotel's room stock and restaurant. Potential customers, even after learning about the opening, choose other "proven" accommodation options due to a lack of confidence in the facility and the quality of its service. The lack of information from reliable sources about the hotel is no less affected, which leads to the choice of a property by clients about which there are already publications in the media, bloggers, reviews on the Internet and other social assessments. This is especially acute in tourist cities with high competition.
The Murom Hotel was opened within a 5-minute walk from the already existing and long-established hotel among B2B and B2C audiences, similar in star rating and with a large number of rooms. Given the well-established distribution channels of competitors and the relatively small flow of corporate clients, individual guests and tourist groups to the city, the hotel had to tell the target audience about its advantages from the first day.
In order to quickly enter the market and form a stable positive image, it was decided to organize a press tour for the federal media within two weeks after the official opening of the hotel. This made it possible to promptly fill in the information field with the necessary information about the hotel, increase the confidence of potential guests and ensure the start of requests from B2B clients for accommodation of their employees, both in high and low seasons. In order to obtain maximum coverage, it was decided to gather the composition of the press tour participants from a group of journalists from different segments (news agencies, business media, glossy and in-flight magazines).
1. SEA Company specialists have compiled a press tour program for 3 days / 2 nights, including excursion and gastronomic blocks. 2. The PR and Advertising Department of SEA Company has prepared and approved a list of media for invitation. It included and was attended by Interfax Tourism news agency, business media Vedomosti and RBC Style, in-flight magazines Aeroflot and Aeroflot Premium, glossy magazines with a section on tourism Marie Claire and Grazia. 3. Employees of the SEA Company provided full coordination of the press tour: inviting journalists, buying tickets, accompanying participants 24/7. 4. Prepared and provided to the participants of the press tour all the necessary information - press releases, photos, additional information.
1. Thanks to the SEA Company's loyal pool of journalists, confirmation of participation in the press tour was received in less than 1 week. 2. For the systematic and regular appearance of information about the new hotel, the PR-plan of publications after the press tour is planned for 2 months. The first publications were released a week after the press tour. 3. Media efficiency indicators: OTS (expected coverage) will be more than 120 million people, AVE indicator - more than 7 million rubles, the cost of organizing a press tour was less than 1% of AVE.
PUBLICATIONS AFTER PRESS TOUR
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