Opening buzz

Openings are all about timing.

And when you get it right, the buzz starts building long before the doors open.

This week’s Pic of the Week comes from our work with Hotel Gotham Newcastle - a launch months in the making.

Well ahead of opening, we kicked off pre-launch PR, securing inclusion in major hotel-opening round-ups and “ones to watch” pieces.

We then fed exclusive sneak-peek content to regional press, giving local audiences their first look inside and getting people talking 

As anticipation grew, we shifted to people-led storytelling - profiling the hotel’s chef and targeting national lifestyle and food media.

But the real intrigue came when our video team headed to Newcastle.

We created a series of teaser films counting down to launch, featuring iconic city landmarks with Gotham’s ‘G’ lighting up the sky - a subtle Bat Signal nod, styled through a 1920s Art Deco lens to reflect the hotel’s identity (Use BTS & final social clips).

The content fuelled teaser press material while giving the hotel standout social assets ahead of opening.

Post-launch, momentum continued hosting major national stays. The Times stayed and published a full review last week, with lots more to come.

So far, the campaign has delivered 70+ pieces of coverage, driven social growth, and turned a hotel opening into a huge talking point.

And that’s our pic of the week.