The Halyard, Liverpool

Launching IHG’s new luxury brand in the UK​

  • Social media
  • Consumer PR
  • Influencer management
  • Influencer strategy

Brief

IHG Hotels & Resorts, one of the world’s leading hotel companies, was set to introduce the Vignette Collection to the UK for the first time with the opening of The Halyard at Ropewalks Liverpool. It needed a launch to create buzz and excitement in the run up to the opening. 

Challenge

With an identity anchored in Liverpool’s maritime heritage, we needed to ensure we organised a stand-out campaign that honoured the essence of the hotel’s luxury brand and historical location and showcased The Halyard Hotel as a destination to remember.

To create pre-awareness, and to tell The Halyard’s story, we organised select show rounds with key publications during pre-launch period, co-ordinated relevant media partnerships, and placed profiles in key trade publications. ​

Opening day was marked by a unique rope cutting ceremony, inspired by the hotel’s historical roots, and attended by a renowned influencer to help us hit the headlines. This was followed by post-opening press visits with targeted regional and national media, and key travel influencers to review the hotel and its restaurant Voyagers. ​

Solution

The
Solution

Results

Even before opening our doors, The Halyard was named by i News as one of the UK’s most exciting new hotels for 2024. Opening day boosted the hotel’s social media followers from 250 to over 2,000 in the first week, while our coordinated programme of press visits has resulted in media coverage across the country, including hotel reviews in national media such as Metro, Daily Mirror, Daily Express and The Times. ​

Our social media followers continue to grow, and we are about to hit the 4,000 mark! Instagram posts and stories from influencers to date have a combined reach in excess of 90k followers, whilst the total impressions across the account has reached over 190k. 

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