Tune Hotels – Cheryl for a day campaign

THE BRIEF
Raise awareness of the newly opened Tune Newcastle and create a buzz in its home city.

THE STRATEGY
Tune Hotels has a strong musical heritage, so to tie in and celebrate the city’s musical links Storm set up a stunt with a look-a-like of famous Georgie Cheryl Tweedy. A Tune Hotel bed was placed in a busy Newcastle shopping centre with ‘Cheryl’ tucked up inside. Staged photos were taken and sent out to the media, and then the public was invited to get in bed with Cheryl for their own shots. These pictures were uploaded to Tune’s Facebook page and participants invited to like, tag and share, helping the stunt go viral.

Storm also outreached to bloggers to invite them to stay at the newly opened hotel and approached national, regional and trade media with a more business-focused expansion story, offering Tune CEO for interview.

THE RESULTS
The campaign delivered over 70 items of coverage, including 5 in national newspapers (Sunday Times, Sunday Express, Daily Express, Financial Times and Daily Star), extensive coverage in the local Newcastle news and lifestyle media, and coverage across the travel and hospitality trades. Digitally, the Cheryl look-alike photos were tagged, shared or liked 210 times, reaching an estimated audience of over 30,000.

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