How StayWell crafted an image as the fastest-growing hospitality group in the region
Matrix PR used ‘credibility’ and ‘visibility’ to help StayWell Group build an image of being among the region’s fastest-expanding Hotel Chains.
In order to generate brand awareness while also keeping the pandemic situation in mind, we highlighted the following objectives:
Create the right buzz for StayWell
Build credibility through their expansion plan
Position the brand as a thought leader in the hospitality industry
Almost no media visibility in the region
Awareness of the facilities and experience was negligible
Our research indicated that the number of tourist arrivals in Egypt in 2020 dropped from 13 million to 3.7 million due to travel restrictions
The main purpose for visits included religious tourism, recreational tourism, medical tourism, desert tourism, eco tourism, and sea activities
Sharm El Sheikh is the hotspot for tourists, which attracts millions of visitors every year
The 4 essential features were: Customer solution, Cost, Convenience, and Communication
To build the brand in the region the agency decided to focus on the following 7 core elements that, when combined, would make for a compelling story:
The Story, The People, The Space, The Identity, The Services, The Content, and The Channels
TELL THE STORY: Highlight the distinctive points of differentiation including the story of Park Proxi, the design, background of StayWell & the spokesperson
REGIONAL RELEVANCE: Create exclusive articles on trending topics in the region, with industry related stories for lifestyle and hospitality media
PRIME POSITIONING: Raise brand awareness by creating valid brand placement opportunities while keeping the media up to date with alerts for hotel deals
100% increase in online searches for StayWell Group & 300% increase in online searches for Park Proxi
35% increase in business in the last 3 months over previous quarter
Brand awareness within GCC grew by 157%
The StayWell campaign was featured by over a 100 different media
A complex brief with challenges galore but Matrix PR managed to turn this into a fantastic event and garnered an estimated 13 million impressions with over 120 clippings for the client.
Using media relations to increase visibility and position your brand as an authority in the industry
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