PR-REPRESENTATIVE OF HOTELS AND RESTAURANTS WFG COLLECTION
WFG Collection is a collection of designer hotels and authors restaurants located in the Tambov and Vladimir regions. To date, WFG owns and manages more than 20 restaurant projects, as well as five independent four-star hotels in two regions of Russia: 2 in Michurinsk city (Gostiny Dvor Boutique Hotel 16 rooms and Gerasimov design hotel 34 rooms), 2 facilities in Tambov (Teatralnaya Hotel 34 rooms and park-hotel PLES 34 rooms), as well as the design-hotel of the 38-room Murom Hotel in the Vladimir region.
Each WFG restaurant and hotel is unique, but they are all united by a single philosophy of the author of the projects – the "third space", when the project is created primarily for the citizens. By creating projects, WFG focuses on creating high-quality and modern urban infrastructure as new points of attraction.
PROBLEM
In February 2022, the co-owner of the WFG Collection contacted the SEA Company for advice on creating a hotel management company, as the number of hotels increased annually and went beyond one region. All this required centralized management without compromising the concept of each project. In addition, at the time of the request, information about the group's projects and the regions of their location, as a tourist destination, was practically absent in the media space and B2B sales channels.
SOLUTION
After a preliminary audit of all facilities conducted by SEA Company employees, it was decided to start cooperation on comprehensive PR Representative, as well as the creation of marketing and press materials for each facility. The package has also been expanded with additional activities aimed at working with B2B sales channels. An integrated approach will help to focus on the primary tasks and, along the way, by collecting the missing materials and strategies, bring everything to a common denominator in the form of a properly packaged, from a marketing point of view, company with a unified and understandable PR positioning for the target audience.
REALIZATION
The first strategic stage in solving the tasks set was the creation "from scratch" of all marketing and press materials about WFG hotel projects, including content development and presentation design, writing image press releases, analyzing the current photo bank of hotels and initiating additional photo shoots, structuring and filling with content additional services offered by hotels.
At the second stage, a multi-stage promotion strategy was developed, which allows for prompt adjustments as it is implemented. An important point was the development of a new hotel product – the Michurinsk - Tambov weekend route, 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, including B2C and B2B promotion.
At the second stage, a multi-stage promotion strategy was developed, which allows for prompt adjustments as it is implemented. An important point was the development of a new hotel product – the Michurinsk - Tambov weekend route, 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, including B2C and B2B promotion.
RESULTS
FOR 9 MONTHS OF 2025
1
70 media publications were initiated, including: 16 editorial articles, 1 interview, 30 editorial news, 19 editorial reviews, 2 TV broadcasts. The total AVE figure was 192 964 USD
2
Organized:
- 1 press tour for the federal media to present the new art residence "Golos. Movement. Space" with the participation of theater and film actress Elena Morozova. The participants of the tour were representatives of leading media in Russia, including: Kommersant Weekend, Big City, Aeroflot, MyDecor, GRAZIA, Robb Report, Timeout;
- 3 individual media visits, including representatives of: Afisha Restaurants, Lenta.ru , Kommersant;
- 2 filming of the Channel One project "Chefs on wheels" at the WFG Collection restaurants in Tambov and Murom with the participation of chefs from the restaurants MARFA, Buffet and cafe Morning-Evening. Both programs aired in September 2025.
3
The Shamparen restaurant was awarded the Afisha's Choice Award from the reputable Afisha Restaurants gastronomic publication and became the 5th regional project in Russia to be awarded this honorary badge.
4
The WFG Collection has been integrated into the Afisha Picnic summer festival, which took place on June 21 in Moscow and attracted more than 30,000 visitors. The WFG Collection, co-branded with Afisha Guidebooks, presented the audio performance and performance on the bed "The Way Home" to the guests of the festival. The performance was directed by Elena Morozova, an Honored Artist of Russia, winner of prestigious awards in the field of theater and cinematography, as well as Sergey Fischer, a graduate of GITIS, a theater and film actor, and a professional dubbing actor.
5
The participation of journalists from leading federal business and glossy publications in the Housewarming event in honor of the launch of the holding's new project, the 22 art cultural apartments in Khamovniki. Among the guests were: Forbes, Robb Report, Men Today, Kommersant Weekend, TheDay, Timeout and others.
6
A traditional PR campaign was held in which Michurinsky apples from the WFG Collection were handed over to the editorial offices of leading glossy and business media. More than 30 editorial offices were congratulated, including: RBC, Gazeta.ru, Russian Traveler, Robb Report, Men Today, Grazia, TheVOICE, TheSymbol, Marie Claire, TheDay, Forbes, Afisha, MyDecor and others.
FOR 12 MONTHS OF 2024
1
100 media publications have been initiated, including: 27 editorial articles, 4 interviews, 36 editorial news, 24 editorial reviews, 9 comments. The total AVE figure was 254 396 USD.
2
Organized:
- 2 press tours for the federal media in Michurinsk and Tambov, the participants of which were: Forbes, Business FM, RBC Real Estate, Interfax Real Estate, Stroitelnaya Gazeta, Aeroflot, Robb Report, U Magazine, Buro., OK!, Discovery Russia, TheVOICE.
- 14 individual media visits, including representatives of: Men Today, TheVOICE, RBC Style, Aeroflot Premium, Ivan Glushkov (SALT), Timeout, Robb Repor, Tatar Inform, Expensive Pleasure, Gastronom.
- 2 shooting videos about hotels in Michurinsk and Tambov on the popular Youtube channel "In between", each of which has gained more than 1 million views.
- cross-marketing cooperation with the Laminaria children's publishing house for the New Year holidays.
3
Marina Starchikova, co-owner of the WFG Collection, was integrated into the speaker of 7 events, including:
- The RestaurantWeek 2024 Restaurant Business Development Forum;
- Suburban real estate conference "Suburban hotels: management, marketing, service";
- PIR EXPO;
- Brainstorming of the Noôdome laboratory for the development of small territories "Big in small";
- PRO Renovation & Development Conference;
- The Russian Travel Forum "Travel";
- the forum on sustainable development "Russian Spaces".
4
WFG Collection hotels became finalists and winners in awards:
- The Murom Hotel became the finalists of the Russian Hospitality Awards in the nomination "Best Hotel Design";
- The Gostiny Dvor Boutique Hotel became the finalists of the Russian Hospitality Awards in the nomination "The Best Historical Hotel";
- The Gostiny Dvor Boutique Hotel became the finalists of the Russian Traveler Awards in the nomination "Best Boutique Hotel";
- Gostiny Dvor Boutique Hotel became the winner of the "Land of Discoveries" geo-brand festival in the "Our Hospitality" nomination.
5
A PR campaign was held again with the personal presentation of Easter cakes to 50 leading journalists of key federal media in order to increase brand loyalty.
FOR 12 MONTHS OF 2023
1
65 publications have been published, including: 20 editorial articles, 5 interviews, 21 editorial news, 19 editorial reviews. The total AVE figure was 238 484 USD.
2
Organized:
- 4 press tours for the federal media in Michurinsk, Tambov and Murom, the participants of which were: Forbes Russia, Lenta.ru , Gazeta.ru , Men Today, Aeroflot Premium, Grazia, Moskvichmag, People Talkk, Aeroflot, HELLO!, VOYAGE, Moslenta, Psychologies, WDay, Stolnik.
- 5 individual media visits, among which were representatives of: Russian Traveller, Men Today, RBC Style.
- 1 blog tour with the participation of Russian travel bloggers.
3
Forbes Russia recorded a podcast interview with the ideologist and co-owner of WFG Marina Starchikova about the history of the company, followed by a large-scale announcement on all Forbes sites, including seven social networks of the publication.
4
The first PR campaign was held with the personal presentation of Easter cakes to 50 leading journalists of key federal media in order to increase brand loyalty.
5
The integration of the co-owner of the We Family Group Marina Starchikova by the speaker of the events has been ensured:
- Forbes Woman Summit in the first session of the summit "Women who run businesses throughout Russia and develop regions", the session was moderated by Yulia Varshavskaya, editor-in-chief of Forbes Woman and Forbes Life
- The Russian Travel Forum "Travel!" in an open dialogue "Creating points of attraction: new approaches to the development of tourism and the hotel business".
- Kommersant Conference: «Redevelopment: a new history», where she presented a report on the topic «Redevelopment of urban infrastructure with a presentation of WFG hotels.»
6
The author's quest tour "The Secret of Gostiny Dvor" has been developed and launched.
7
We Family Group became a finalist of the awards:
- «Made in Russia — 2023» in the Travel category of Snob magazine.
- Russian Hospitality Awards in the nominations "Best Design Hotel" with the PLES Park Hotel project and «Best Mini-hotel» with the Gostiny Dvor Boutique Hotel project.
FOR 9 MONTHS OF 2022
1
Contracts have been signed and sales have been launched from leading tour operators in Russia.
2
56 publications were published, including: 25 editorial articles, 4 interviews, 19 editorial news, 8 editorial reviews. The total AVE figure was 173 955 USD.
3
3 FAM tours were organized:
- for Russia's leading tour operators to Michurinsk and Tambov, including: TEZ Tour, Pegas Touristik, Alean, Intourist, PAC Group, PAX
- for MICE agencies to Michurinsk and Tambov, including: Rosatom, Shell, NSR, Industrial Development Fund of the Russian Federation, PRODO, Klinsky Combine, ALTASALUS.
- for the leading Russian tour operators in Murom, including: Alyona, Intourist, PAX, Space Travel, Aero Club, UTC Russia, Mikhail Kozhukhov Travel Club.
4
3 press tours for the federal media were organized in Michurinsk, Tambov and Murom, the participants of which were: Vedomosti, RBC Style, Interfax, on-board magazines Aeroflot, Aeroflot Premium, S7 and R Flight, Marie Claire, TheSymbol, Grazia, Discovery Russia, Moslenta.
5
The Gerasimov Hotel was included in the TOP 3 best urban hotels in Russia according to the Russian Traveler Awards.
6
The Michurinsk-Tambov route was included in the guide for VIP guests of the All-Russian forum "Environment for Life - 2022".
7
The gala opening of the group's first hotel outside the home region was organized.
PROJECT IN PRESS
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Ⓢ skype: seacompanymoscow
«Business center Convent Plus
«Bagrationovskiy proezd, 7, bld 20B, Moscow, 121087
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