WFG is a collection of designer hotels located in one of the most environmentally friendly regions of Russia - the Tambov region. Today, WFG owns and manages 2 hotels in the merchant city of Michurinsk (the Gostiny Dvor boutique hotel with 16 rooms and the Gerasimov designer hotel with 34 rooms) and 2 properties in Tambov (the Teatralnaya hotel with 34 rooms and the PLES park hotel with 34 rooms). Each hotel is unique, but all of them are united by a single philosophy of the author of the projects - the "third space", when the hotel is first of all built for citizens, where local residents want to come after work for dinner or drink coffee, meet with friends or relatives, retire to the lobby reading a book or attending one of the hotel's events.

In February 2022, WFG hotel owners approached SEA Company for consultancy on setting up a hotel management company, as the number of hotels is increasing every year and will soon go beyond one region. All this already now requires centralized management without compromising the concept of each hotel. In addition, at the time of the request, information about hotels and the region of their location, as a tourist destination, was practically absent in the media space and B2B sales channels.

After a preliminary audit of all objects by SEA Company employees, it was decided to start cooperation on comprehensive PR support, as well as the creation of all marketing and press materials for each hotel. Also, the package was expanded with additional activities aimed at working with B2B sales channels. Such a decision helped to concentrate on the primary tasks and along the way, having collected the missing materials and strategies, to bring everything to a common denominator in the form of a hotels management company.

The first strategic step in solving the set tasks was the creation from scratch of all marketing and press materials about WFG hotels, which included the development of content and design of presentations, writing image press releases, analysis of the current photo bank of hotels and initiation of additional photography, structuring and filling additional content with additional services offered by hotels.

At the second stage, a short-term multi-stage promotion strategy was developed, which allows you to quickly make adjustments as it is implemented. An important point was the development of a new hotel product - the Michurinsk - Tambov weekend package, which includes accommodation in WFG hotels, as well as transfer and excursion services with the help of a concierge service created on the basis of hotels.

At the third stage, the implementation of the strategy began, which included the organization of a FAM trip for representatives of the leading tour operators of Russia, the organization of a press tour, the initiation of a speakership of the co-owner of hotels and her interview, the nomination of hotels in industry awards, as well as close cooperation with the Department of Tourism Tambov region.

Based on the results of the implementation of the three-stage short-term strategy, a hotel chain development strategy for 2023 was formed, which included the best practices of 2022 and new, previously unused PR and marketing activities.