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HOTEL THE MITSUI KYOTO was created to celebrate Japanese culture, arts and craftsmanship. Prominent specialists involved included André Fu for guest rooms and public space interiors; Shunsaku Miyagi for landscape design; Yohei Akao for spa and restaurants; and Akira Kuryu for architectural design.
We successfully established our global brand awareness during these interesting times thanks exclusively to the great assistance and wise advice of the Spotlight team.
– Tomo Shinya, Communications Manager
Spotlight Communications was briefed to produce and drive the global PR campaign from 2019-2022, including the lead up to and eventual international launch of HOTEL THE MITSUI KYOTO. Setting out to tell the story of this unique hotel, Spotlight highlighted the building’s connection to the Mitsui family to influential consumer luxury travel and lifestyle media, as well as B2B travel trade outlets across the world.
Initially scheduled to open in November 2020, Spotlight pivoted the initial strategy to overcome pandemic travel restrictions, targeting Japan-based freelancers writing for international publications to secure editorial hotel reviews. A themed calendar based on the hotel’s brand concept ’embracing Japan’s beauty’ was crafted to engage media and focused on the contemporary and heritage aspects of HOTEL THE MITSUI KYOTO.
Target key markets included the US, UK, Europe and Asia Pacific. In addition to promoting key story themes and arranging media stay reviews, the PR campaign was bolstered by trade show support, a dedicated media roadshow in New York and recommendations for spa and design awards.
The campaign resulted in impactful coverage including exclusive previews, first-in reviews and interview features in The New York Times, Architectural Digest, Condé Nast Traveller, South China Morning Post, Robb Report Vietnam and Travel + Leisure China. Additional coverage highlights included features in FT How To Spend It, House & Garden Hotels By Design, Monocle, Forbes, Robb Report Singapore and Tatler (Hong Kong, Singapore and Taiwan).
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