B2B PR REPRESENTATIVE OF THE ZONT HOTEL GROUP
ZONT Hotel Group is a Russian hotel company specializing in rental of hotels with guaranteed income for owners and consulting. The company is engaged in the development of urban, resort and apartment hotels mainly according to the rental model, but also offering a classic management agreement.
The ZONT Hotel Group's portfolio includes more than 20 hotels in Russia and Georgia with a total fund of more than 2,500 rooms and 1,500 employees. In 2024, the company will open 5 more hotels with a total number of more than 1,400 rooms. The management company is also developing its own Sunflower hotel brand and the ZONT Hotel Club loyalty program, which allows you to receive up to 20% cashback on all purchases at hotels and restaurants operated by the company.
The ZONT Hotel Group's portfolio includes more than 20 hotels in Russia and Georgia with a total fund of more than 2,500 rooms and 1,500 employees. In 2024, the company will open 5 more hotels with a total number of more than 1,400 rooms. The management company is also developing its own Sunflower hotel brand and the ZONT Hotel Club loyalty program, which allows you to receive up to 20% cashback on all purchases at hotels and restaurants operated by the company.
BRIEF
ZONT Hotel Group was founded in 2011 by hoteliers Alexander Gendelsman and Nikolai Filatov, who offered the market a completely new management format at that time – "rent" with a guarantee of the owner's income.
Despite the dynamic growth of the company's portfolio, the «rental» management format and the ZONT Hotel Group brand remained invisible in the information field, unlike the competitive group, which hindered the company's development.
In the summer of 2023, the management of the ZONT Hotel Group sought advice from the SEA Company, which by that time had already provided continuous PR support for one of the facilities managed by the company since its opening - the Grand Chalet Altay.
Despite the dynamic growth of the company's portfolio, the «rental» management format and the ZONT Hotel Group brand remained invisible in the information field, unlike the competitive group, which hindered the company's development.
In the summer of 2023, the management of the ZONT Hotel Group sought advice from the SEA Company, which by that time had already provided continuous PR support for one of the facilities managed by the company since its opening - the Grand Chalet Altay.
SOLUTION
Based on the results of the consultations and based on the strategic objectives of the ZONT Hotel Group, it was decided to start cooperation within the framework of the "B2B PR Representative" package, including the development of a PR strategy and an activity plan.
REALISATION
At the first stage of cooperation, a PR strategy was formed, PR positioning and tone of voice were defined, and a detailed plan of PR and marketing activities was drawn up.
At the second stage, a complete PR packaging of the brand was carried out - image releases about the company and the rental management model, press portraits of speakers and other materials necessary for the implementation of the strategy were written.
As part of the third stage, a communication strategy is being implemented, including ensuring the regular presence of the brand in the media and at key events in order to increase brand awareness not only among the target audience – investors and developers.
At the second stage, a complete PR packaging of the brand was carried out - image releases about the company and the rental management model, press portraits of speakers and other materials necessary for the implementation of the strategy were written.
As part of the third stage, a communication strategy is being implemented, including ensuring the regular presence of the brand in the media and at key events in order to increase brand awareness not only among the target audience – investors and developers.
RESULTS
FOR THE FIRST 5 MONTHS OF 2024
1
An updated communication strategy for 2024 has been developed.
2
Were published in media:
- 39 publications in federal, regional and industry media, of which: 5 interviews, 1 editorial, 32 editorial news, 1 detailed comments in editorial articles. The AVE indicator amounted to 60 819 USD.
- 16 publications on social media networks, including industry telegram channels about development and the hotel business.
3
CEO and co-founder mr. Nikolay Filatov participated as an invited expert in a business seminar organized by leading business media in Russia Kommersant Publishing House together with the Department of Investment and Industrial Policy of the City of Moscow.
FOR THE 5 MONTHS OF 2023
1
A short-term communication strategy has been developed until the end of 2023.
2
A press base has been created, including: press portraits of speakers, press releases about the company and the "rent" management format.
3
20 publications were published in federal and industry media, among which: 3 interviews, 14 editorial news, 3 detailed comments in editorial articles. The AVE indicator was 39 735 USD
4
Organised:
- participation of the co-owners of the company Alexander Gendelsman and Nikolai Filatov as speakers of several sessions of the Forum of Regions;
- Nikolay Filatov's speech as a speaker at the annual Forbes Russia conference "Transformation of Education. Training the personnel of the future."
PUBLICATIONS
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✉ info@sea-company.com
Ⓢ skype: seacompanymoscow
«Business center Convent Plus
«Bagrationovskiy proezd, 7, bld 20B, Moscow, 121087
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