How: By focusing our storytelling efforts on the city central location, gourmet food, incredible views and the property having the first rooftop bar in the centre of York, we pulled together compelling pitch notes, press releases, FAQ’s and media lists to ensure we were ready to go once the doors opened and prioritised these same key elements for our image-led, paid ads campaign across Facebook.

Once the hotel was officially open, the team conducted dedicated and ongoing media relations to ensure the hotel was on journalist radars and securing press stays for them to experience the hotel first hand for themselves. We also invited local influencers along to create their own stories with us, whether this was through enjoying the local tourist spots or enjoying some fizz on the hotel rooftop – this helped ensure all content was authentic and relevant to their audiences, whilst building and sustaining awareness of the hotel.

As part of our integrated approach, the paid team activated targeted social ads, with posts showcasing food, the rooftop bar and launch deals helping to build awareness with locals and the brand’s target demographic. This image-led content with short and snappy captions was incredibly well received and engaged with by Facebook users, leading to an increase in bookings, clicks and spend return.