Drake PR works with the media in a number of different ways. Each campaign is strategically planned and tailored to maximise media interest, exposure and coverage. Below are two case studies. One from the Launch of a recipe book by CEO of the Bauer’s Hotel Collection and the other is a case study from the launch of Beau-Rivage Palace’s Cinq Mondes Spa.
Celebrate in Venice with star appeal
The team at Drake PR are big fans of Italian cuisine, and we’re always ready to promote anything to do with great food! So we were delighted to be asked to launch a new recipe book by CEO of the luxury Bauer’s Hotel Collection, and food writer, Csaba dalla Zorza.
Italian food has long had a place in the heart of foodies and non-foodies alike. So ‘Celebrate in Venice,’ featuring conversation, recipes and photographs centered around traditional Venetian food, is a delectable contribution to the lifestyle and cookery bookshelves.
The launch of ´Celebrate in Venice´ was suitably held in the stunning London home of Lady Forte, reflecting the elegance and conviviality of this classic addition to any food lover’s library.
The evening was an overwhelming success. Francesca Bortolotto Possati and all the guests, mingled with celebrities, award winning cookery writers and freelance food journalists, who were invited to the launch party by us. Journalists from Tatler, Country and Town House Magazine, House & Garden, World of Interiors, The Evening Standard, Conde Naste Traveller, and renowned photographers Uli Weber, David Brook and Chris Caldicott all loved the prosseco and canapés from the cookery book. The evening’s icing on the cake however, had to be the entrance of Jeremy Irons, who added an extra ‘frisson’ to a night that was already shaping up to be decidedly moreish.
The Beauty of Venice Through a Different Perspective
Photography and Venice have always been passions of ours, so we suggested a photography workshop to our client at the Bauer hotel. No better combination than the beauty of Venice and the opulence of the hotel through the lens.
The launch was a focus point for journalists from Tatler, The Daily Telegraph and other upmarket publications to experience the delights of Bauer. We were thrilled that one of our favourite Italian photographers, Massimo, agreed to be our team mentor for the class. We’ve worked with him before, on a shoot in Seville, when he captured beautiful portraits of people on the streets, and now it was our turn to learn about the basics of photography from him in Venice.
Massimo expertly guided us through the magical and technical detail of photography, allowing us to capture the drama and diverse character of Venice in new and unique ways. He helped us to improve our technical understanding of how the camera works, sharing his vast knowledge of how to get the best from digital SLRs: through composition, lighting and shutter speed; aperture, ISO and mode settings; right down to lens selection and flash work. The garden of the hotel, the market and the city provided the perfect backdrop for the day’s shoot: colour, light and space, three essential ingredients for our day!
The event was well received by the journalists and it created maximum impact on social media. As a consequence of this, Leica cameras agreed to be a sponsor for Bauer’s Carnival Party.
Over the centuries, the historic splendour of Venice has been a dramatic backdrop for masked balls and avant-garde parties; now a byword for Venetian glamour and mystery. Inspired by this colourful and creative history, 2015 saw the hotel transform into a venue like none other: an interactive evening of costume, food, music, dance and special theatrical performances, bringing to life the hotel spaces and historical stories under the artistic direction of Maestro De Luigi .
These events have been integrated into a broader campaign, enticing hotel guests to participate in photographic workshops.
Launch of The Cinq Mondes Spa, Beau-Rivage Palace
To launch the new spa, Drake PR implemented a campaign designed to initially target a small niche group of media – the ‘industry experts’ – and once this was successfully completed, to roll out a broader campaign and exposure.
With a long lead time, the initial target media were personally advised of the spa plan at the Beau-Rivage Palace and invited to attend the pre-launch lunch at Gordon Ramsay Claridges, London.
News of the spa peaked such interest that the pre-launch lunch was oversubscribed and a second day of launch events was added, including individual pre and post lunch media briefings. Both days were attended by the créme de la créme of the luxury travel and spa press. The spa creator and the hotel’s General Manager attended the London launch to communicate the vision of the spa, as well as provide the most up-to-date information on the spa’s progress.
The event was followed by a wave of news stories, spa features and column inches throughout the media including Tatler, Harper’s Bazaar, Grazia, Glamour and BA’s High Life Magazine.
The broader campaign was then rolled out targeting all lifestyle, beauty and travel media – each received a press release, pre-launch brochure and images. Coverage as a result included the Independent, the Guardian and American Express Centurion Magazine.
Press who had attended the launch events were invited to exclusively sample the spa pre-opening, and a press trip was arranged for five days prior to the official opening. Individual press trips were also arranged and media from the top glossy magazines and national newspapers visited and experienced the spa. Coverage appeared in the likes of Saturday Telegraph Magazine, Condé Nast Traveller, Red, annual luxury travel supplements and spa guides.