Launch of City Inn Leeds

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We were appointed by family-owned contemporary hotel group City Inn (then rebranded Mint Hotel) to handle the opening of its sixth hotel located at the recently regenerated Granary Wharf development in Leeds.

Following a competitive pitch process, we promoted the opening of the hotel to local, trade and national audiences. Our strategy incorporated business, trade, travel and consumer media.  Finally, we generated stories in the regeneration and construction media around the hotel.

Key to the promotion of the hotel and in line with the company’s values we delivered a broad communications strategy that created links and developed relationships with

employers, business networks, stakeholders and cultural leaders in the city. The campaign, which built momentum from the ‘hard hat’ and staff recruitment milestones to the ‘soft’ opening of  the hotel and its formal launch, resulted in more than 70 pieces of coverage including features in the regional press, news pieces in the travel and hotel trade, MICE media, business and national press, including reviews in the The Times and Daily Mail.

Hotel, restaurant, meeting and events bookings exceeded targets in its first year of trading. Following the launch of the Leeds hotel, we were contracted to maintain momentum for Leeds and to develop campaigns across the whole group’s hotels in Birmingham, Bristol, Glasgow, Manchester and Westminster.