To launch the hotel and drive pre-opening bookings, we knew we had to build excitement with local and international audiences while gaining industry credibility. Minimum access to the owners, Ryan Giggs and Gary Neville, also meant we had to use their time wisely.
The ‘Class of ’92 vs Builders Video’ kicked off the campaign, featuring the owners and builders playing out a match on the hotel roof during construction – clocking up over 300,000 views to date.
Showcasing links with Trafford Council’s ‘Trafford Pledge’ and hosting a live ‘cook-off’ with Gary Neville at Manchester Food & Drink Festival, helped to secure local media support. Internationally, updating media with key milestones in the lead up to the launch secured the hotel’s place in New York Times’ Manchester travel feature.
First look exclusives were given to BBC North West, MEN and The Sunday Times Travel, offering targeted UK coverage and nationally syndicated broadcast content. Post launch, press trips were hosted with Financial Times, Daily Telegraph, The Metro and The Guardian, resulting in blanket coverage in the first fortnight of opening and a calendar of international and specialist press trips to follow.
GG Hospitality MD, Stuart Procter said: “We’re really pleased with the results the Tangerine team has achieved to date. They’ve clearly understood our sector and our audience, ensuring we have had blanket coverage in the right national, international and regional titles.
From media briefing the full hotel team to managing media relations and potential crises, the team’s support in launching the hotel has been invaluable to our success so far.”
Revenue sales targets smashed
In 10 months secured 800 pieces of coverage, with an OTS of more than four billion
Coverage included Sky, BBC, Telegraph, FT, New York Times, Observer, Buzzfeed, British Airways Business Life , Daily Mail, Guardian, Sunday Times, The Times
Class of ’92 video resulted in over 300,000 YouTube views, 85,000 direct hits to the website and 2,500 booking enquiries in less than three days
Coverage in New York Times generated 8,000 hits to the website in 48 hours and put Manchester on the global tourism map, naming it as the only UK city to visit in 2015
The video story was the MEN’s most read story in 2014
Twitter surged from zero to 13.3k followers in 10 months