Launch of Hotel Marqués de Riscal by Frank Gehry

The Marqués de Riscal Hotel, The Luxury Collection is a true example of modernity and innovation set against the backdrop of an old, traditional winery. Its 43 rooms are fitted with the today’s most desirable luxuries. These amenities include: LCD televisions, CD recorders, coffee and tea sets, marble baths, and high-speed Internet access.  The hotel is operated by the Starwood Hotels & Resorts group under its prestigious brand “The Luxury Collection”. Starwood Hotels & Resorts Worldwide, Inc. is one of the world’s leading companies in the hotel and leisure industry with approximately 850 establishments in over 95 countries.

Objectives
To gain high-profile national press coverage for the opening The Marqués de Riscal Hotel, Starwood Hotels – The Luxury Collection.

Strategy
To develop a three-pronged campaign to appeal both to travel and food & wine consumers using expert journalists in their fields via press trip; exploit novelty of hotel – unique fusion of design, wine, spa, restaurant.

Method
Managed international press trip to hotel and local area in Spain; enticing schedule, press packs, wine tasting, special food creations by Michelin star chef, spa treatments, special tours.
Follow up of the press trip to use hotel opening to maximize coverage in the UK to raise awareness of Ciudad del Vino – Marqués de Riscal with the UK media and consumers.

Results
We were set a target of one/two national newspaper/magazines: in fact we achieved coverage in eight (8) – The Times, Independent on Sunday, Financial Times, Belfast Telegraph, Scotland on Sunday, Wine & Spirit Magazine, BA High Life and easyJet Magazine, reaching over 16 million consumers.