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Park Plaza
Park Plaza Sherlock Holmes Uncovers A Game Of Shadows
To tie in with the release of Sherlock Holmes: A Game of Shadows, Rooster organised a media weekend and created a themed afternoon tea to boost coverage for the boutique hotel
The Brief:
- Use the release of Sherlock Holmes: A Game of Shadows to leverage media coverage for Park Plaza Sherlock Holmes
- Create stand-out ideas and form key partnerships to generate media coverage
- Use the film release to boost room and F&B revenue
Rooster’s Response:
- Rooster secured key regional media to attend a bespoke weekend press trip including a meal and stay at Park Plaza Sherlock Holmes, as well as tickets to see the new film at Everyman Cinema on Baker Street
- Rooster created a limited-edition Sherlock-themed afternoon tea called Sherlock Scones and co-ordinated accompanying photos
- Rooster drafted and distributed a Sherlock Scones-themed press release to consumer and trade media
- Rooster arranged a media trip to the hotel to sample the Sherlock Scones
Results:
- Rooster generated 10 pieces of coverage for the Sherlock Scones promotion, including pieces in Daily Mirror, Independent on Sunday, Irish Independent, The Lady and bighospitality.co.uk, as well as global coverage on msnbc.com
- Rooster generated hotel review pieces from the weekend press trip in key regional publications, Essex Enquirer, East London Enquirer, Thurrock Enquirer and the Kent Messenger series
- In total, the coverage reached 20 million people