The Queens Hotel Press Trip

THE QUEENS EXPRESS PRESS TRIP

THE BRIEF

In 2021, we were brought onboard to launch the newly renovated Queens Hotel, in Leeds. After a £16 million transformation, our brief was to generate a buzz around the reopening of the iconic city-centre venue and secure local, regional, national and influencer coverage to drive footfall and bookings at the hotel.

THE PROCESS

On top of our remit of general press pitching and influencer invites, we knew we needed to stand out from other hotel openings. We thought up a concept called ‘The Queens Express’ to offer journalists an all-expenses paid trip to Leeds, with a plus one.

THE RESULTS

The press trip not only achieved of the moment social content from press and influencers, but also provided a steady stream of coverage and reviews for months to come and helped us to solidify relationships with journalists for future features too.

In total we secured 15 pieces of coverage in magazines including: Stylist, British Travel Journal, The Sun, Sheerluxe, Glamour and OK!

We achieved a press reach totalling 6.8million, influencer reach of over 44,000 and the PR equivalent of over £15,000 of advertising.

The Queens Hotel press trip provided great ROI for the hotel and restaurant, whilst increasing brand awareness and helping to get it in front of some of the best travel writers and the desired target demographic.