Sleeperz Hotels – Breaking new ground

Sleeperz Hotels is a fast growing design-led hotel group with properties in Cardiff, Newcastle, Edinburgh and Dundee.

Its aim is to provide consumers with stylish stays for less.

Honeypot Media was hired in 2011 to promote the opening of a new 98-bedroom design-led hotel in Newcastle city centre.

Objectives

  • Generate high quality media coverage, specifically in hospitality & travel trade press, national consumer travel media and North East business and news outlets

Strategy

  • A six month media relations led campaign featured press releases, photo calls, media show rounds, interviews with Sleeperz CEO David Myers and press trips from The Guardian, The Telegraph, Visit England PR and Marketing
  • Collaborated locally with NGI (NewcastleGateshead Initiative) the destination marketing agency for the city to promote the hotel launch through its B2B and B2C channels

Results

  • More than 70 press cuttings
  • BBC Look North TV regional news package – CEO interview with business editor Iain Reeve
  • Coverage in Caterer & Hotelkeeper (x4), The Times, The Guardian, Hotel Business Magazine, Buying Business Travel, Business Travel Magazine, Travel Trade Gazette, Travel Weekly, Travel and Leisure Magazine, The Journal, Evening Chronicle, Accent Magazine, North East Times, BQ Magazine and the BDaily Business Network

Following the successful campaign, Honeypot Media was appointed to manage PR and social media for the entire Sleeperz Hotel group and now supports its Sales and Marketing team and four hotels in Newcastle, Cardiff, Dundee and Edinburgh.

PROQUIP & THE RYDER CUP

ProQuip is the most played golf clothing brand in the history of The Ryder Cup.

Its lightweight rain gear has been chosen by 20 Ryder Cup Teams – European and American – since 1983.

Honeypot Media activated a global PR & Marketing campaign in 2014 to enable ProQuip to benefit commercially from its status as the preferred supplier of weatherwear to the 2014 Ryder Cup Europe team at Gleneagles, Scotland.

ProQuip was the preferred supplier of weatherwear to the 2014 European Ryder Cup Team
Ryder Cup Team Europe wearing ProQuip golf rainwear in 2014 (credit Getty Images/ Ryder Cup Europe/ ProQuip Golf)

Objectives

  • Raise consumer awareness of ProQuip’s status as the preferred supplier of the 2014 European Ryder Cup Team rain suits
  • Drive consumer traffic to www.proquipgolf.com
  • Drive sales of ProQuip’s Ryder Cup collection – through approved retailers and the official Euroshop on www.rydercup.com
  • Inspire interest in & sales of official ProQuip merchandise at The 2014 Ryder Cup merchandise tent at Gleneagles between September 23 – 28, 2014
  • Position ProQuip Golf as the experts in the field of golf weatherwear

RESULTS

  • OTSH (Opportunity to See and Hear): 25,420,452
  • More than 25 million people worldwide (predominantly UK and USA) had the opportunity to see or hear ProQuip’s campaign messages
  • 27 pieces of print and online media coverage – including The Scotsman, BBC Scotland, Today’s Golfer, Golf Monthly, Golf World, Golf WRX, Golf Wire, Golf News, Business Quarter, National Club Golfer and Golf Magic
  • 300% increase in web traffic to www.proquipgolf.com during ‘Ryder Cup’ week
  • 3 x sell through of ProQuip Official Ryder Cup merchandise at the Gleneagles pavilion
  • ProQuip appointed official licensee of the 2016 and 2018 Ryder Cup matches

Campaign Spend

April – September 2014

Advertising – £13,000

PR & Social Media – £10,200

In-kind contributions – £1000 (Visit Scotland)

Total spend – £22,200