Challenge:

To introduce Banyan Tree Hotels & Resorts Group and their main hotel brands into the Spanish market and to boost the image of the brand among journalists and the general public opinion. Banyan Tree currently have no hotels in Spain.

Solution:

The Blueroom Project designed and implemented a communications plan for the Spanish market which placed more emphasis on quality media coverage than on the number of clippings. This was conducted through a strategic public relations plan and by working with a diverse range of partners.

Communications were managed both on an individual basis as a hotel, and also grouped by brands. Banyan Tree and Angsana were the two brands interested in Spain.

Results:

Continuous coverage in the most important Spanish communications media for the tourism sector as well as those focused on the end consumer such as lifestyle and travel media. These included Vogue, Elle, In Style, Traveler, Vanity Fair, Mujer Hoy, Telva, Viajar, Hola, Vanitatis, El Mundo, El Periódico and Cinco Días.