Dovetail was appointed to launch Bürgenstock Hotels & Resort Lake Lucerne, Switzerland in Summer 2017. A nine-year, £440 million development, it was vital to build awareness ahead of opening and to secure high profile media visits upon launch.
Dovetail held three pre-opening hard hat tours for key editors and publications to showcase the site. A series of press releases provided essential information and secured immediate coverage with titles including The Financial Times, Telegraph Ultratravel and Sleeper.
A schedule of media visits was organised to ensure the most important of titles were prioritised to generate valuable print and online features across luxury travel, lifestyle, spa, design and trade publications.
The wellbeing facilities were a particular focus. Dovetail devised a specific strategy for the wellness facilities, including media outreach, media visits and partnership development. Media hosted to focus specifically on spa and wellness include the Condé Nast Traveller Spa Guide, Telegraph Luxury, Tatler Spa Guide, LUX, Porter Spa Guide, Vogue, Good Spa Guide and The Luxury Spa Guide.
To further enhance the campaign, Dovetail developed relationships with Healing Holidays, the leading UK wellness operator, and built upon exposure for the featured spa brands at the resort including Swiss Line and La Prairie.
Dovetail developed immediate media recognition for Bürgenstock Hotels & Resort. 168 pieces of coverage were secured within the first year of opening, with an editorial value of more than £988,000.