Wesley day

We work with The Wesley – which despite the name is actually a pair of London hotels.
One in Euston and one in Camden.

Owned by the Methodist Church, which sees any profits channelled into community projects, the brand is big on purpose driven initiatives.

And this church connection stems into the brand, too, with the hotels named after John Wesley, the founder of the Methodist church.

Every year, the church celebrates Wesley Day, which falls annually on May 24th and commemorates the spiritual awakening of John Wesley – a pivotal moment for the church.

But despite its church foundations, the hotels are very much commercial entities looking to generate guest bookings.

To help do this we spotted a very simple news hook that could emphasise the hotels’ Methodist roots, whilst also offering consumer appeal.

This saw us launch “Free stays for Wesleys” ahead of the day.

Centred on the straightforward premise of anyone called Wesley being entitled to stay for free, it was an easy creative angle for anyone to understand.

Based on a first come first served basis, it was limited to 10 free stays, but with additional discounts at the bar and restaurant woven in.

Pitching it to press generated London-based consumer coverage via London TV, Love London, Love Culture, and UK News Group, as well as trade press via the likes of Boutique Hotelier.

All serving to reinforce the Wesley’s brand name online, it’s an example of a quick turnaround, quick win creative directly targeted at driving bookings.