THE PIG
Brief
To launch and then manage a sustained campaign for the new hotel brand THE PIG.
Strategy
To spread the initial word, profiles on the principals were placed in trade and consumer publications.
This was followed up by pre-opening press visits with targeted national and international media.
Aside from activities such as foraging days with media like the Daily Mail, BA High Life and Harper’s Bazaar, the ongoing campaign focussed on individual areas including interior design, the spa, the music programme and the hotel’s participation in external events such as the Hampton Court Flower Show.
Results
Coverage for the initial hotel was all-encompassing, appearing in target publications like The Sunday Times Style magazine, The Guardian, The Telegraph, The Metro, ES Magazine and Tatler. THE PIG subsequently went on to win just about every major hospitality award in the UK. A second hotel, THE PIG-in the Wall, opened in October 2012 in Southampton, THE PIG near Bath and THE PIG on the Beach launched in 2014, THE PIG-at Combe in 2016 and THE PIG – at Bridge Place in 2020.
750
PIECES OF COVERAGE NATIONALLY
2.2
BILLION PEOPLE REACHED
