The Queens Hotel
Category
HospitalityRESTABLISHING A REGIONAL TREASURE
THE BRIEF
Back in 2020, we won a pitch to successfully re-launch a regional treasure, The Queens Hotel in Leeds.
Standing proud for over 80 years in the city, The Queens Hotel was undergoing a £16million redevelopment and it was our job to ensure everyone not only knew about it, but to create a strategy that restores and repositions the hotel to its former glory, re-establishing the venue as the place to stay, meet, celebrate, eat, drink and socialise.
Identifying three key demographics: business transient, leisure (couples, families and groups) and
F&B, we created a strategic PR, marketing and social media plan to target these groups.
THE RESULTS
We generated over 30 pieces of announcement coverage in January 2021, with a reach of 813million online.
Created a hugely successful social media launch campaign, increasing engagement by 20,000% on Facebook, 157% on Twitter and 1100% on Instagram.
Created an exciting and intriguing launch video campaign, consisting of teaser content and a (literally) all-singing-all-dancing video, which has so far had an overall reach of over 42,000 across social media.
Initially tasked with just a 6-month launch campaign, we were retained for a further 12 months due to the wide-spreading coverage and engaging social media content, receiving additional responsibilities from the wider hotel group within two months of appointment.
As part of a significant move, Stockholm-based company Panda, known for its portfolio of about 157 hotels across 15 counties, recently acquired The Queens. They will operate it as an independent brand in collaboration with Axion Hospitality and LUYA was appointed once again in 2024 to oversee PR and social media for the hotel.
