YTL Hotels: The Gainsborough Bath Spa Launch

Idea:

In order to secure coverage in Australia of The Gainsborough Bath Spa opening, GTI implemented a press office led strategy.

By managing a proactive press office we were able to alert editors and journalists at online and print publications, in particular, luxury titles, of the new property and consistently position the news ‘front and centre’ so it was considered regularly for inclusions in stories.

We distributed an announcement media release to a broad database and then targeted specific ‘new hotel’ sections of publications with images and more details. The team secured top tier media including Travel & Indulgence in The Weekend Australian, Fairfax Traveller, Newscorp’s Body & Soul for a spa focus and Yahoo 7 Total Travel for online, to be hosted at the property.

We also worked closely with YTL Hotels’ UK PR agency, which was leading the global campaign, and other stakeholders including national tourism offices, airlines and organisations such as Leading Hotels of the World. These partnerships allowed GTI to target media travelling to the UK more easily and coordinate a hosted stay, without the need for flight budget.

• Generated 23 pieces of coverage with an ad value of AUD$415,754 and reach of 9,354,449
• Hosted four top tier media, without incurring flight costs
• Client expressed surprise and delight at the coverage and booking results from Australian market, despite distance from property