HOW WE LAUNCHED THE LOREN AT PINK BEACH
Bermuda hadn’t seen a new-build hotel in 45 years until The Loren at Pink Beach came around in 2017. In June of that same year, Bermuda again made history as a first-time host to one of the world’s oldest and most prestigious sporting races, America’s Cup.
Needless to say, 2017 was a big year for Bermuda, and we were tasked not only with bringing international attention to The Loren soon after its debut, but to promote its April grand opening, as well as to continue generating awareness for it throughout America’s Cup.
We’re no strangers to fast-approaching deadlines and quickly strategized a 2-phase approach to work on simultaneously. First, we would arrange for media visits and pitching using America’s Cup as the main focus while positioning The Loren as a symbol of a new era of tourism in Bermuda. And second, we would generate as many significant media appointments for Stephen King, owner of The Loren, to tell his story, the one about the hotel, and to share his vision for Bermuda’s tourism.
Our work started around March, and within four months we successfully made the news cycle while also seeding long-lead stories. We were also able to arrange visits to The Loren for top writers from AFAR, Travel + Leisure, New York Post, National Geographic Traveler, Time Out New York, Forbes.com and InStyle, among others.
Within six months, we made headlines across Harper’s Bazaar, Forbes, Robb Report, Marie Claire, Bloomberg Pursuits, Elite Traveler, Martha Stewart Weddings, Luxury Travel Advisor, W Magazine, Condé Nast Traveler and Jetsetter to name a few. We also generated upwards of 80 million impressions across various verticals, and linked Stephen King to editors of Departures, Surface and the New York Times.