A unique brand experience to drive bookings for ‘meeting and event’ spaces at Amba Hotels
- attendees on the night of launch including Sunday Times, The Sun and Telegraph
- worth of bookings enquiries in the first 8 weeks following the PR event
Quality, targeted media editorial and brand activation
We look after London’s largest hotel group, glh Hotels, creating media moments and guest experiences to help ensure beds are booked, meeting rooms occupied and bars are always full.
Last year we got a brief to promote the meeting and event spaces at Amba Hotels, targeting both the trade and consumer audiences. Not exactly an inspiring brief (their words!), but for any hotel, the M&E offer is business critical, so we knew we absolutely had to deliver. And we also had to align with the brand’s proposition of ‘Upgrade to Amba’ - highlighting that Amba will raise customers’ expectations of what ‘4 star’ means.
We all know that customers value experiences these days. They want to be entertained by a brand and connect with them emotionally. So, what if we could truly bring to life the meeting and event spaces in real world scenarios whilst giving customers, media and stakeholders a completely unique experience?
We worked with experiential theatre company Reuben Feels to stage an evening series of immersive events at Amba, to bring to life the brand promise of ‘Upgrade to Amba’.
We created three completely different scenes – a dramatic wedding with an overbearing mother of the bride and a best man who was in love with the groom, a hilarious scene in which ‘Dick’, a cringe worthy QVC presenter, launching a new beauty product with a training event for staff, and finally a mesmerising Christmas party in Amba’s iconic Victorian ballroom.
Media, influencers, corporate clients and consumers were able to book a slot, resulting in coverage, social content and a flurry of M&E enquiries.
Sunday Times Travel asked for room rates for their office party, The Telegraph enquired about event spaces, Mail Online commented that they’d never seen such a beautifully decorated event and The Sun left in hysterics stating it was ‘the best media event’ they had ever attended.