We love a decent partnership here in PR land. And the team managed to negotiate a right corker, for our latest piece with Slingsby gin.
We wanted a way to bring Slingsby’s incredible gin – and the 24 botanicals within it – to life in an impactful way in time for summer.
Our answer was to create a set of “Ginspiration Suites” – hotel rooms transformed into botanical wonderlands, bringing the outside in, for guests to enjoy. A few meetings later, the brilliant folk at Hotel du Vin confirmed they were on board and handed us the keys to five of their best suites across the UK.
We pulled in award-winning Chelsea Flower Show gardener and designer Matthew Wilson, to transform rooms in Wimbledon, Brighton, Birmingham, Harrogate and York into heaven-on-earth for gin fans. Each suite became a botanical-themed tranquil oasis, complete with beautiful furnishings, copper flourishes and a complementary Slingsby Gin bar, naturally.
After a bunch of intense days of running around the country with truckloads of plants, trees and foliage, our Ginspiration Suites went on sale to the public.
First through the door to spend the night was the Evening Standard, followed shortly afterwards The Guardian Online, checking in for a night for a piece on the Life & Style section.
We then landed hits in numerous other national titles including The Times, The Times online, i, Mirror Online and the Sunday People.
The consumer lifestyle media loved the story too, as we picked up pieces in titles such as House Beautiful, Foodism, The Handbook, Time and Leisure, Get Surrey, What’s On Live, Stray FM, Yorkshire Living and D Luxe.
Over the In the trade press, the story also went far and wide, picking up coverage on titles including The Drinks Business, Hotel Owner, Boutique Hotelier, Catering Today and Hotel News.
That wasn’t all. Right back the negotiating stage, we built trade listings into our conversations from the get go. Every single Hotel du Vin and Malmsaion property in the UK now stocks Slingsby gin.
Winner winner gin for dinner … (that’s definitely a saying).