Crowne Plaza Edinburgh – Royal Terrace

Muckle Media supported Crowne Plaza Edinburgh – Royal Terrace to announce its £3m refurbishment which aimed to transform the luxury hotel into an iconic destination for locals and tourists.

Challenge

Muckle Media was briefed by Crowne Plaza Edinburgh – Royal Terrace to support its £3m refurbishment. The changes aimed to transform the luxury hotel into a must-visit destination for locals, domestic tourists and international visitors.

Strategy

Muckle Media delivered a strong media relations campaign which was supported by high-quality imagery capturing the new refurbishment. Muckle Media created targeted stories for trade media, business press and local publications to ensure maximum exposure and relevant key message dissemination. The initial story was delivered as part of a wider PR campaign which focused on the leisure aspect of the hotel, with a follow-up campaign around the hotel being dog friendly and offering the ‘Ulti Mutt experience’ delivered in the months following. This campaign featured both traditional media relations activity and influencer relations.

Results

Muckle Media secured trade, business and local media coverage. A total of 10 pieces of coverage were secured, 50% in trade publications, 30% national, 10% local and 10% business titles. Coverage secured had a print reach of 30,300 and an online estimated coverage views of 21,200. Coverage was secured in titles including Hospitality and Catering News Hotel Owner, ITCM, Caterlyst, The Scotsman, The National and Business Insider.