CASE STUDIES
Spotlighting Small Luxury Hotels as a Global Authority
Small Luxury Hotels of the World came to us with a challenge.
Although their individual properties garnered earned media coverage, the collection itself had very little brand recognition, and this had impacted negatively on the recruitment of member hotels into the association and ultimately sales targets.
We were tasked with a clear brief; how do we build the SLH brand across the globe and become the authority on luxury travel?
Our approach was to unite the 500 properties across 80 countries with a body of landmark research, unveiling a state of the nation report on the luxury industry across the globe.
Not only released as a hard-hitting news story across international channels and broadcast outlets, the story was carved up into sector specific exclusives to drive coverage that dominated the fashion, travel, restaurant and luxury pages in each of SLH’s priority market territories.
The campaign for SLH generated in excess of 1,200 pieces of coverage in online and offline media. 69% of this coverage was achieved in priority targets for the brand.
In the same year, SLH grew its Club membership with 49,000 new members signing up.