Villa Copenhagen


Situation

One of Scandinavia’s most anticipated hotel openings of 2020, Villa Copenhagen offers 390 thoughtfully designed rooms and suites set in the city’s century-old Central Post and Telegraph Head Office. As the latest independent venture by Nordic Hotels & Resorts, the hotel upholds the group’s commitment to eco-sustainability through a variety of meaningful on-property practices, amenities, and services. In November 2019, PHG Consulting was tasked with targeting U.S. audiences before the remit was expanded to the U.K. market in January 2020. Leveraging Villa Copenhagen’s positioning as a leading light in conscious hospitality, PHG Consulting captured the attention of targeted media and secured quality coverage on both sides of the Atlantic, ahead of the grand opening on July 1, 2020 and over the opening period through September 15, 2020.  

Action

PHG Consulting was tasked with the following deliverables on behalf of Villa Copenhagen:

  • Develop a strategic action plan that focused on securing wide-ranging coverage in top-tier publications across both markets
  • Craft all key messaging material on behalf of the hotel, including a digital press kit, press releases, and tactical pitches regarding the opening to target audiences 
  • Arrange approximately eight deskside meetings and/or interviews with key media and content creators in both London and New York City
  • Introduce Villa Copenhagen as the city’s newest premier luxury hotel offering international appeal, boosting awareness of Copenhagen as the must-visit destination for travelers 
  • Publicize the property’s transformation from historic central post office to a modern grand dame luxury hotel to appeal to design and hotel design-focused publications
  • Serve as Villa Copenhagen’s representative in the U.S. and the U.K. markets, functioning as the in-house office and primary information resource 

Results

  • Generated 469 million editorial impressions across both markets with an approximate ad value in excess of US$1.1 million
  • Secured more than 100 media placements across both markets including prominent features in The Financial Times, The Telegraph, Condé Nast Traveler U.S. and U.K., Harper’s Bazaar, House & Garden, Monocle, Sleeper, Wall Street Journal, and The New York Times
  • Secured 11 individual media visits, including two American journalists who were based in Copenhagen, such as Tatler Travel Guide, City A.M., ES Magazine, Monocle, and L.A. Style 
  • Secured nine media appointments with targeted New York City-based editors and writers for deskside meetings in January 2020. Publications included FT – How to Spend It, Departures Magazine, The New York Times, Condé Nast Traveler 
  • Secured six media appointments with targeted London-based editors and writers for deskside meetings on behalf of Villa Copenhagen in March 2020. Publications included DesignCurial, Business Traveller Magazine, TTG Luxury, and Daily Telegraph 

Services offered to Villa Copenhagen:

PR & Media Relations
Public Relations and media outreach are essential to increasing awareness and influencing actions that will ultimately result in increased business. We leverage our rich, long-term media relationships with key contacts across the globe to secure high-impact editorial exposure on local, national, and international levels, ultimately driving sales and brand awareness.