Positioning Park Plaza Staff as ‘Experts’

Our ‘Experts Campaign’ for long standing client Park Plaza Hotels secured 10 published profile pieces within six months.

Briefed to position Park Plaza Hotels’ staff as experts in their fields, our response was to pinpoint profiling and interview opportunities which would highlight a wide range of employees’ expertise, from the Concierge to the Chief Executive.

Targeting a mix of trade, consumer and business titles, we selected opportunities that would highlight the teams’ industry knowledge and used celebrity ambassador David Haye to leverage consumer profiling coverage.

We secured 10 interview and profiling opportunities for a range of employees: Head Concierges, a Chef, General Managers, M&E Sales Manager, Director of Marketing, Chief Executive and celebrity David Haye. The resulting coverage featured in The Financial Times, The Sun, Seven Magazine (Sunday Telegraph), Daisy Green Magazine, Caterer & Hotelkeeper, Conference News, EyeforTravel, Big Hospitality and The Business Travel Magazine.

This was no mean feat considering there are limited profiling slots available in hotel trade titles, each interview had to be unique to avoid over-saturation, and there were no specific news hooks to secure the interviews in the first place!