How did a hotel chain like RIU promote one of its biggest investments in real estate?
LLYC created and led a multidisciplinary team with experts in public affairs, crisis, and litigation who managed the communication strategy to minimize risk and promote the project.
RIU Hotels & Resorts has been strengthened considerably. What’s more, the plan enabled RIU to favorably manage a very active counterpart in the media. In the cases of mentions about issues related to the brand, the media picked up the company’s position effectively. 300 impacts in online and offline media, over €3.5 million in economic estimation of ad value and over 10 million in social media reach. The hotel launch was a complete success and many authorities were there on opening day, such as the President of the Community of Madrid, the Mayor, the Deputy Mayor and other members of the city team. The Secretary of State for Tourism and the Mexican Ambassador in Spain.
“We are proud of the challenge posed by the milestone of the chain’s first urban hotel in Spain, as it meant restoring protected heritage and bringing back to life an iconic symbol for the people of Madrid.”
Communication Director of Riu Hotels & Resorts.