Thomas Cook | Cook's Club Launch
Press Conference New Hotel Series Launch
THE NEED:
The communication of the opening of the first ‘Cook’s Club’ hotel in Chania, Greece. The goal was to emphasize the importance of new tourism investments in Greece by important companies, such as Thomas Cook and the company's specific investment plan in our country, while also to create quality publicity around the new hotel, Cook's Club at local and national level, with further aim to attract other hoteliers to trust their units to the global giant Thomas Cook, to upgrade them and integrate them under his own powerful brand.
WHAT WE DID:
On the occasion of the opening of the first, in Greece, hotel Cook's Club, a 360 communication plan was formed, which included a Press Trip to Crete for 15 representatives of the leading national media, an extended program of interviews and contributions, collaborations with media groups and a strategic cooperation with the Ministry of Tourism. A high profile media event was launched, with 31 Journalists invited, from national and local media, important executives from the business, hotel and tourism community that were hosted by the CEO of Thomas Cook, Mr. Peter Fankhauser and the Minister of Tourism, Mrs. Elena Kountoura.
THE OUTCOME:
The impact of the Press Conference and the Press Trip was evident from the same day, as a multitude of articles and special features were created by the attendees, while significant publicity emerged from the official Press Release sent on the day of the event. We overall enjoyed 235 clippings, among which radio mentions, interviews, online and print articles and features, with AVE 255K and ROI 9:1.