Royal Garden Hotel

London Hotel and Restaurant

Objective

The Royal Garden Hotel was looking for a PR partner to help with the relaunch of the hotel following significant renovations and to alter public perception of its offering to attract customers not just with its famous Min Jiang restaurant, but also for its rooms and other amenities. The hotel also needed support with the launch of its new ground floor restaurant, Origin Kensington.

In addition to this, its lean in-house marketing team sought support with its social media and digital marketing strategy. A core focus of which was to bring the hotel to life and shift the narrative of the hotel as traditionally business event focused.

RGH was keen to build its profile across sector and national press, but also highlighted the importance of reaching potential customers in its local area to drive room and restaurant revenues.

Activity

Sapience executed a targeted thought leadership, expert commentary and features programme to build RGH’s profile and amplify its new messaging to both the hospitality industry and consumer magazines and nationals.

Focussing on a people-centric approach, interviews and Op-Eds were secured for the Head Chef at Origin Kensington, the People and Culture Manager, and the General Manager with key trade titles.

Sapience supported the hotel’s relaunch and opening of its new restaurant with powerful news announcements and a launch party for the latter.

Sapience also drafted and supported with the sharing of monthly social media content, including the development of a digital marketing strategy for the in-house team to implement.

Outcome

RGH’s relaunch garnered coverage across a wide variety of business, trade and consumer press, and the hotel saw a healthy uptick in occupancy and restaurant guests.

The grand opening of Origin Kensington was extremely successful. The launch party, organised by Sapience, saw a number of influential journalists attend alongside local residents, councillors and friends of the hotel. All enjoyed samples of the new restaurant’s brilliant menu, as well as the opportunity to meet its authentic, British suppliers.

The event was so popular, in fact, that only 250 of the 500 people who RSVP’d were admitted due to oversubscription!

Sapience’s news announcement of Origin Kensington’s launch was covered widely across well-read local, trade and London press.

Sapience’s impactful thought leadership, expert commentary and features programme saw RGH covered in top tier media such as the Telegraph, Yahoo!, Time Out and Esquire.

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