New Holgate
Launching York newest boutique hotel, New Holgate!
The challenge
A brand-new boutique townhouse hotel, New Holgate, officially opened its doors in November 2023 following a £2 million pound refurbishment which saw the historic building transformed into a modern and quirky hotel.
With a populated market of hotels, airbnbs and apartments already existing in York, New Holgate’s team wanted to position the hotel as a luxurious ‘home away from home’ for families, couples and solo travellers looking for a quieter place to stay.
Our solution
We developed a strategic PR plan ahead of the launch, positioning the story for our three target markets including national, regional and hospitality media.
We centred each press release around different elements of the hotel including a detailed look into the inspiration behind the interior design, the unique features of the hotel and its history.
We also issued personal invitations to select journalists, inviting them for an overnight stay at the hotel and a chance to be among the first to enjoy a visit.
The outcome
As result of our strategic PR & media relations, we secured an exclusive first-look review from The Sunday Times, with a glowing 8/10 review, which amplified New Holgate’s luxurious nature.
We also secured high-quality press coverage across regional, local and hospitality media including Boutique Hotelier, Hotelier and Hospitality Magazine, The Yorkshire Post, The York Press, helping to drum-up excitement and bookings in the first couple of weeks of opening.
Following the opening, we created a drum-beat of PR which include regional and local press releases centered around the hotel’s offering for local residents as well as using our reactive PR strategies to secure expert commentary from the hotel owner in Conde Nast Traveller.
Our impact made a difference
8/10
rating in The Sunday Times
High quality coverage in publications including Conde Nast Traveller, Boutique Hotelier, Hotelier and Hospitality Magazine, The Yorkshire Post, The York Press and more.
High authority back-links to their website