Public Relations
Innitiate provides PR support for newsworthy consumer and trade messages. Crisis management statements are also prepared for reactive media use if needed.
A focus in 2021 has been nurturing relationships with the BBC and getting client hotels in front of a television audience, with highlights as follows.
BBC South East Today | BBC1 17th May 2021 | Hydro Hotel
- Opportunity. Represent the hotel industry on the first day of unlocking.
- Coverage. Interview took place with the general manager, hotel guests and a representative of Visit Eastbourne.
- Audience. South East Today – Kent, East and West Sussex, Surrey.
Results
- Record number of users on the website at any one time. Typical number at any one time is 5 users. Peak on 17th May was 472 users on the website simultaneously.
- Record number of website users in a single day.
- Record hotel website booking revenue achieved over the next 4 weeks after airing.
The One Show | BBC1 19th February 2021 | Hydro Hotel
- Opportunity. Be included in a 4-minute film on the travel industry and current Covid-19 restrictions.
- Coverage. Hydro represented the hotel sector and spoke about the challenges of the closures and the financial impact to the business and hospitality industry.
- Audience UK national prime time.
Results
- Record website pageviews.
- Record number of new website users.
- Website mobile use went to an all-time high.
BBC South East Today | BBC1 21st June 2021 | Lansdowne Hotel
- Opportunity. Hotel to be a spokesperson on the current challenges with recruitment in the industry. A fairly delicate subject that needed careful thought to ensure a balanced message.
- Coverage. Interview took place with the owner; feature also included sped-up footage from check-in to the bedroom, with the journalist presenting from the bedroom too.
- Audience. South East News – Kent, East and West Sussex, Surrey.
Results
- Website viewing spike noted during airing with traffic increasing 10-fold to typical simultaneous usage.
- Growth in new website users achieved.
- Website traffic up a third the following week.
Location, Location, Location | Channel 4 | 9th June 2021 | Lansdowne Hotel
- Opportunity.
- Hotel to be used for filming presenter Phil Spencer discussing house purchases with prospective buyers in the key closing scene.
- Coverage. Footage entering the hotel and chatting in the lounge.
- Audience. UK nationwide evening.
Results
- Imagery secured for use at time of programme airing.
- Social media channels utilised with a competition referencing the show.
- Email content created for enewsletter.
BBC South East Today | BBC1 25th June 2021 | Hydro Hotel
- Opportunity. Provide insight into the positive impact of Eastbourne tennis week.
- Coverage. Interview took place with the general manager, with footage shown of check-in and restaurant.
- Audience. South East News – Kent, East and West Sussex, Surrey.
Results
- Website traffic immediately increased 10-fold during broadcast.
- The following weekend saw £7.6k booked on the hotel website.
- June 2021 generated the highest ever hotel website revenue in a calendar month.
