Ladies and gentlemen, boys and girls, welcome to the most magical show in town! Step inside as we unveil the story of how Radisson Blu Glasgow took centre stage in the city’s cultural scene, increased room bookings and food and beverage revenue.
Challenge
As the curtain fell on 2024, Radisson Blu Glasgow embarked on a bold quest to go beyond being a place to stay, and become a stage for storytelling, a venue woven into the very fabric of the city’s arts and culture scene.
With a focused five-month timeline, our challenge was clear: to rise above Glasgow’s thriving hospitality sector, not just as a stylish hotel, but as a true cultural hub that seamlessly integrates with the city’s thriving arts scene, delivering an unforgettable guest experience while championing the arts.
Objectives
Our objectives were to:
- Forge deeper connections with Glasgow’s vibrant arts and culture scene by owning Christmas in Glasgow
- Enhance brand awareness among inbound travellers and the local community
- Position The Grahamston restaurant as a must-visit dining destination, driving revenue by 10%
- Increasing digital engagement by 60% and increasing social media followers by 100%
- Deliver commercial impact though increased room revenue by 5%
Strategy
With a sprinkle of fairy dust and a twinkle in our eyes, we conjured up a show-stopping solution: we would not just support the arts - we would become part of the performance.
Our partnership with the King’s Theatre was A match made in Neverland. The golden thread that tied our campaign together, this ensured Radisson Blu Glasgow’s logo and sponsor line was woven into theatre materials, radio broadcasts, outdoor advertising and digital platforms, and even the pantomime script itself, creating a sparkling presence that was impossible to miss.
We proposed and negotiated Radisson Blu Glasgow’s sponsorship of Glasgow’s King’s Theatre and it’s 2024 pantomime, Peter Pan alongside delivering partnerships with establishments like SWG3 Yardworks, Scotland’s first purpose-built home for street arts.
Our campaign unfolded like a perfectly orchestrated production, built on meticulous planning. To captivate audiences and steal the spotlight, we conducted a seamless integration of press, digital, and experiential elements, ensuring Radisson Blu Glasgow became the city’s leading stage for culture and creativity.
Media relations played a starring role, drafting and distributing press releases and managing influencer invitations. The campaign extended its reach through influencer engagement, where each guest was treated to an exclusive VIP experience reinforcing Radisson Blu Glasgow’s connection to Glasgow’s cultural scene. On social media, the magic continued with a dynamic cross promotion with King’s Theatre igniting engagement and generating impressions (and hotel bookings).
Our approach
In the spirit of Peter Pan, we let our imaginations take flight, crafting a campaign that was as bold as a pantomime villain and as enchanting as Tinker Bell’s pixie dust.
The in-hotel restaurant, The Grahamston, transformed into a theatrical delight transporting guests to Neverland with a Peter Pan-inspired cocktail menu and a festive feast fit for the Lost Boys.
A striking mural on hoardings in the hotel reception, created in collaboration with Yardworks SWG3, celebrated our partnership with the Peter Pan pantomime with show-stopping street art that reinforced our commitment to the arts.
We were a city-wide spectacle, with the Radisson Blu Glasgow logo and sponsor line lighting up the King’s Theatre advertising at Glasgow’s busiest locations, from Silverburn and Braehead Orbit screens to 18 railway stations, Buchanan Street subway, the M8 Tower and other digital billboards. Our branding also featured prominently across theatre materials, from brochures (100,000 distribution) to theatre foyers (with over 84,000 visitors), while digital trailers dazzled viewers (92,000 reach). And our sponsor line featured on radio ads on Heart, Clyde and Capital, creating a buzz that extended beyond the theatre walls.
Our partnership took centre stage in all 71 pantomime performances with a bespoke mention “I’m off to the Radisson Blu Hotel to have a nice long soak and scrape the barnacles off my feet!” reaching over 103,000 theatre-goers.
“I’m off to the Radisson Blu Hotel to have a nice long soak and scrape the barnacles off my feet!”
We waved our magic wand with our star-studded media relation skills securing coverage across The Scotsman, Quine Magazine, and Glasgow World and sending over 75 show invitations to key media and influencers.
We were darling hosts to 12 magical influencers visits, providing immersive experiences that blended the Grahamston’s festive menu, Peter Pan cocktails, and the pantomime itself.
Our spellbinding social media strategy strategically emphasised arts and culture content, featuring new imagery and engaging posts that highlighted local attractions and events. And an exclusive social media collaboration with @kingsandroyalglasgow (21.5K followers), resulted in 791 likes and 17 interactions on just three organic posts.
Results
As the curtain fell, the results spoke for themselves. We secured:
39 pieces of media coverage, across regional, national, and trade outlets
14 press and influencer visits resulting in 19 Instagram stories, four posts across social platforms, and 2.8K total views on reels and glowing reviews, with feedback highlighting the exceptional quality of food, drinks, and the overall dining experience at The Grahamston.
Despite the ongoing challenges within the hospitality sector, which has been facing economic pressures with shifting consumer behaviours, these outstanding results highlight the strength of our strategic approach. This campaign successful positioned Radisson Bly Glasgow as a cultural and hospitality leader, overcoming industry-wide challenges and demonstrating resilience and adaptability in a competitive market and an unwavering commitment to creativity.
Our social media followers increased by 400%, and interactions soared by 125.8% cementing our campaign’s success
Over 127,000 King’s Theatre visitors engaged with our promotional materials.
Room bookings saw an 2% increase versus last year, and a growth of 5% in revenue, directly attributed to the campaign’s success, proving the campaign’s commercial success.
As we take our final bow, we reflect on a campaign filled with ambition, theatrical flair, strategic brilliance, creative execution and impressive results. Radisson Blu Glasgow didn’t just support the arts; it became part of the show, taking centre stage in Glasgow’s cultural scene and setting a new standard for hospitality marketing.
