Way to Blue / Case Study
Launching Kimpton Into Europe
Creating a series of ‘launch moments’ to bring the luxury US hotel brand across the pond
Over the last two years, we have been responsible for bringing the US-based luxury hotel brand, Kimpton into Europe. Launching in Holland, UK and Slovenia, we created a series of ‘launch moments’, to communicate what we called the Kimpton Way, a genuine point of difference that makes Kimpton a different way to stay.
We launched Kimpton’s first hotel in Europe, Kimpton De Witt in Amsterdam. We used creative pre-opening activations to open local markets and create international talkability. Our strategic approach was to elevate the luxury hotel brand above its competitors by being embedded within the local community, developing user-generated content, using authentic micro-influencers to surprise and delight potential guests alongside social creative, high profile publicity and media trips, partnerships and a celebrity launch party.
The integrated campaign was delivered through key activities including florally vandalising the hundreds of bikes on the streets of the iconic city, partnering with Humans of Amsterdam, the launch event and driving high profile media relations and social media throughout.
In an unplanned campaign, we also commissioned an overnight botanical-themed installation across the hotel’s 77m plain hoarding built to hide construction, which generated talk ability three months before the hotel even opened.
Working across the hotel and its feeder markets, UK, Germany and Netherlands, we’ve received over 265 editorial piece and over 40 press trip visits to the hotel. We’ve also secured four top tier photo shoots with ELLE, Stella, ELLE Decoration and HELLO! magazine.
Working with 21 influencers, we generated and handled all social content creation, managed all paid media for social and drove over 12,000 followers in six months with an average Facebook engagement rate of 4.3% and a social reach of 2,927,007.