CASE STUDY: TUNE HOTELS
In bed with Tune
Tune Hotels has a musical heritage, and so does Newcastle where a new Tune Hotel was opening.
So Storm set up a stunt with a look-a-like of famous Geordie Cheryl Fernandez-Versini, with ‘Cheryl’ tucked into Tune Hotel bed placed in a busy Newcastle shopping centre.
Photos were distributed to the media, and passers-by were invited to have their photo taken in bed with ‘Cheryl’ These were uploaded to Tune’s Facebook page and participants invited to like the Tune page and like, tag or share their photo with their Facebook friends, helping the stunt go viral and reaching an audience in excess of 27,300.
Bloggers were invited to stay at the newly opened hotel, and a national business story put out to national and business media, offering Tune’s CEO for interview.
70 pieces of coverage included The Sunday Times, Sunday Express, Daily Express, Financial Times and Daily Star, all local Newcastle newspapers and the travel and hospitality trade media.