You are here

Launching a new, world class resort

Case Study - Launching a new, world class resort

bgb generates blanket coverage across UK travel pages, with an advertising equivalent of over £10million

Challenge

•To raise awareness of and generate blanket coverage - across the UK travel pages, online and on broadcast stations - for Atlantis, The Palm, which opened on Dubai's island The Palm Jumeirah, in Sept 2008

Strategy

•An exclusive preview piece was sold into the Sunday Times, which appeared in the paper as a lead feature in July 2008
•For the soft opening (September 2008), bgb hosted a group of travel editors and writers to be the first guests at the resort. This resulted in excellent coverage in the Daily Mail, Mail on Sunday, Daily Express, Daily Mirror, The Sun, Metro, London Lite and a front-page cover in the travel section of The Independent.
•In the eight months leading up to the resort opening, bgb issued tailored press releases to core media for each target market, including general travel news, family, food, spa, weddings & honeymoons, MICE and design
•In total, bgb coordinated nearly 60 media visits to Atlantis, The Palm throughout 2008.
Results
•£10million worth of coverage within the space of eight months
•Coverage in over 330 publications including all UK national newspapers, as well as extensive exposure in consumer magazines, broadcast, online and regional media
•As a result of this launch campaign, bgb was taken on to PR the launch of the new One&Only Cape Town resort, which opened on 3 April 2009. For this, bgb sold in an exclusive cover story to The Times travel section and is coordinating a full schedule of UK press visits throughout 2009, including long and short lead print media, broadcast and online

 

 

You might also like