Located on the banks of the River Ouse, the Park Inn by Radisson York City Centre is one of the city’s largest hotels. Despite its size and prominent riverside location, the Park Inn is still something of a ‘hidden gem’ in the city.
Following a £500k refurbishment programme to upgrade the existing meetings and conferencing facilities, refurbish 124 bedrooms and the hotel restaurant, the team was keen to raise the profile of the new facilities and the hotel’s offer for businesses, the local community and visitors to the city.
Our brief was to promote the investment in new business, meeting and conference facilities - part of an overall £9m investment over a five-year period – in order to encourage the local business community to look behind the facade, visit the hotel and see the calibre of facilities it offers.
The eight-month campaign included a mix of traditional and digital media relations – news stories, comment and profile pieces - alongside broader marketing consultancy and activity, social media strategy and tactical support, giving the hotel access to a hands-on team who could help amplify their message to the local business community.
PR activity resulted in media exposure for the newly refurbished facilities and new recruits to the Park Inn team, as well as a heightened presence on social media – all of which translated into a higher profile for the hotel, according to general manager Sally Hughes:
“We were impressed with Partners’ approach, and very quickly saw how their experience, skills and local contacts would add significant value. Without a doubt, their work contributed to a heightened profile for the hotel within the local business community, and we gained some real momentum during the time we worked together.
“Partners are great to work with, taking responsibility for driving activity forward and getting things done. This first phase of activity has been great for the hotel, and I hope there will be opportunities to work with them again soon.”
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