The Lawrance, York

The task: To launch a £3.2m redevelopment of 14 luxury serviced apartments in the centre of York, and also to raise awareness of the company’s three venues in Harrogate.

The approach: To build up awareness ahead of the opening with the announcement of the new development to the York, Harrogate and wider Yorkshire media, using strong press images. The opening itself focussed on a prestigious launch event when key corporates as well as influencers such as tourist officials and media could see the quality of the apartments for themselves. The Mayor officially opened the development and a feature, with photography, ran in the York Press quoting key officials and highlighting the importance of the project in the regeneration of the area.

Appeal PR also managed a video of the new development; issued on going news releases to keep the development in the public eye; and embarked on a media review campaign.

Results to date: Aswell as creating a ‘buzz’ about the new development with key people in York talking about the new addition to the city’s accommodation, the launch event resulted in significant media coverage and helped to get the development off to a flying start with a number of bookings before it opened its doors.