THE Address cOLLECTIVE

The Brief:

Atomic10 was appointed by McGettigan Group to launch the first Scottish property for The Address hotel brand in Glasgow, marking the brand's entry into a highly competitive market.

The Challenge:

Establishing a strong presence in a saturated hotel market.

Campaign:

Atomic10 developed and executed a comprehensive strategy spanning PR, brand partnerships, influencer engagement, content creation, and social media management to ensure a successful launch. Our multi-faceted approach enabled The Address Glasgow to not only stand out but also thrive in a crowded landscape, achieving exceptional growth in sales and generating unparalleled earned media coverage and organic buzz across the city.

Our PR strategy secured over 243 pieces of coverage in top-tier media outlets, including The Times, The Herald, Irish Independent, Glasgow Live, and a variety of trade and business magazines. We developed a robust influencer strategy, incorporating gifting, bespoke events, competitions, and social media takeovers, effectively positioning The Address as a must-visit destination and driving high occupancy rates. Additionally, our social media strategy continues to deliver targeted content that resonates with the hotel's audience, contributing to the brand's sustained success.

Results:

In just six months, Atomic10 achieved an audience reach of 450 million, grew the Address hotel's Instagram following to over 10,000, and generated user-generated content (UGC) exceeding 10 million interactions. This impressive performance led to Atomic10 being officially appointed to manage all social content across the brand's portfolio, extending from Glasgow to Dublin.