Hotel operator Signature Living enlisted Daniel Hughes PR to help promote its new Shankly Hotel in Liverpool city centre.
The Hotel, which opened in August 2015, is a tribute to the life and career of legendary Liverpool Football Club manager Bill Shankly. A multi-channel PR programme to cater for the audiences of different publications and TV channels was put in place.
There was substantial local interest in the hotel, but specialist sports and travel press were also well catered for, resulting in international coverage. Top tier British targets BBC TV, ITV, Sky Sports and the Daily Mail all lapped up the stories. One of the campaign’s central focuses was highlighting the inclusion of the Shankly family, showing that this was a sensitive and credible tribute to the great man.
The family attended the launch and happily gave press interviews. The Shankly was also the second phase of Signature Living’s heritage developments programme, and the PR helped drive a reputational improvement that resulted in the signing of future sites.
The Shankly launch coverage had a traditional UK PR value of £1.4m, but a better indicator is the sheer success of the hotel itself. Fully booked months in advance, the Shankly is a jewel in the Signature Living Hotel Group crown. Daniel Hughes PR continues to represent the Shankly, and ensures it remains Liverpool’s most talked-about hotel, with the local press covering who’s partied there, who’s eating there, as well as the opening of spectacular new rooms.
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