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HOW TO INCREASE BRAND AWARENESS ABOUT HOTELS AND THE REGION WITHOUT SIGNIFICANT INVESTMENTS IN ADVERTISING

The WFG hotel collection is a design hotel with a small number of rooms located in the Tambov region, a new tourist and dynamically developing region of Russia. Currently, the collection of WFG hotels includes: Gostiny Dvor Boutique Hotel (16 rooms), Gerasimov Design Hotel (34 rooms), PLES Park Hotel (34 rooms) and Teatralnaya Hotel (34 rooms).

PROBLEM

Domestic tourism in Russia is developing rapidly, many regions are actively attracting and surprising tourists with their capabilities, which has become a trigger for increased competition not just between hotels, but entire regions. Where to go on vacation for the weekend or even for a week? Tourists look for answers to these and other questions in search engines, as well as magazines. Of course, good reviews about the hotel and pages on social networks can attract tourists, but the opinion of a journalist always inspires more confidence. In addition, the increase in awareness of the new tourist product of the weekend "Michurinsk - Tambov" has become even more relevant after a successful FAM tour and the start of sales of the package from the largest tour operators.

DECISION

As part of the options included in the contract for the PR representation of the chain of hotels, as well as the implementation of the strategy to bring a new tourist product to the market, in June 2022 the PR agency SEA Company organized the first press tour of federal media journalists to the Tambov region. In order to achieve the greatest effect, it was decided to gather the composition of the press tour participants from a group of journalists from different segments (information agencies, business media, travel publications, glossy and in-flight magazines).

REALISATION

1. Specialists of the SEA Company prepared a detailed program of the press tour, which included only verified places of interest.
2. The PR and Advertising Department of SEA Company prepared and approved a list of media for invitation. It included and was attended by Interfax Tourism, Vedomosti, Aeroflot, R Flight, Discovery Russia, The Symbol (ex. Harpers Bazaar Russia) and Grazia.
3. SEA Company employees ensured full coordination of the press tour: invitation, ticket purchase, 24/7 accompaniment of the tour participants.
4. Providing the tour participants with all the necessary information - press releases, photos, additional information.
5. A partnership format has been agreed with the Administration of the Tambov Region.

RESULT

1
Experienced travel journalists highly appreciated the quality of WFG hotel and restaurant infrastructure, as well as the tourist attractiveness of the region, including comfortable transport accessibility.
2
PR plan of publications after the press tour is designed for 2 months. The first publications were released two weeks later.
3
Media efficiency indicators: OTS (expected coverage) will be more than 100 million people, AVE indicator - more than 5 million rubles.
PUBLICATIONS AFTER PRESS TOUR

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