Lincoln Plaza London
Brief
To launch the Canary Wharf-based Lincoln Plaza London hotel and its F&B outlets
Strategy
In order to create pre-awareness, and to tell the hotel ‘story’, key media were gifted hampers containing items such as headphones, personalised sleeping masks, Mr Todiwala’s Kitchen’s chutneys and a selection of products sourced from the Food Store’s artisan suppliers.
Following the sell-in to trade and business press, the focus switched to consumer contacts, with the opening covered by the likes of the Evening Standard, The Express and Canary Wharf Magazine.
The agency submitted comprehensive plans for a number of different large-scale launch events. However, because of the gradual rolling out of the hotel’s F&B and leisure spaces, the decision was made to opt for a number of smaller showcases. Once the main sections of the hotel were fully operational, a coordinated programme of press visits was implemented. These included The Daily Telegraph, Marie-Claire, BBC Good Food and Forbes amongst many others.
Overnight stays were also arranged with key regional titles and influencers with a large number of on-brand followers. An additional focus post-launch was international media, with the US highlighted by Lincoln Plaza London as being particularly important. The agency subsequently secured excellent coverage in key sections of the US media including Time & Leisure magazine and television coverage on the CBS network.
Moving forward, calendar dates were fully capitalised on, with events such as Wimbledon Afternoon Tea attracting considerable media interest.
The agency also helped organise a Festival Weekend incorporating a music event headlined by DJ, broadcaster and actor Reggie Yates on Friday followed by a dinner co-hosted by Cyrus Todiwala and Gregg Wallace on Saturday.
B2B activity included partnerships with PA Life and Adoreum.
Speaker opportunities, such as Cyrus Todiwala on the Top Hotel World Tour panel, have also been implemented.
Results
The Lincoln Plaza London launch has exceeded expectations with the campaign now used as a blueprint for other Hilton openings.
1400
PIECES OF COVERAGE NATIONALLY
500
MILLION PEOPLE REACHED
