Launching Kimpton into UK: The Housewarming
Way To Blue launched the first Kimpton in the UK, creating a ‘launch moment’ and memorable housewarming, providing a reason for journalists and influencers to visit the iconic hotel in the literary heart in Bloomsbury, London.
Treating the launch as one giant housewarming party, we showcased the variety of spaces in the hotel to media, influencers and other stakeholders, including celebrities.Lit up the beautiful facade of the building to captivate guests as they arrived at the party. We also created a series of different moods in each room by offering a range of theatrical entertainment options including the Black Cat Cabaret and hip hop ballet.
Connecting the hotel to Bloomsbury’s literary heritage, we created our very own Speaker’s Corner inviting London’s best up-and-coming spoken word artists to perform to guests. Across the various elegant rooms around the hotel, we offered a range of performances and DJ sets from the likes of Nick Grimshaw, The Sisterhood Band, Jamie Winstone and Raff Law.
To elongate the experience for three chosen influencers, we created the ultimate Influencer Sleepover providing them with a pre-party pamper package and hangover breakfast!
Our results speak for themselves... Lily Allen, Richard Madden, Ellie Bamber, Lottie Moss, Laura Bailey, Jack Guinness all attended the launch party
Dedicated coverage appeared across print and online including three pieces on the Mail Online, Evening Standard (print and online), ES Insider and a full page in the print edition of the Daily Telegraph.
Over 60 media and influencers attended the housewarming party. A great success!