YOTEL

(Multiple Locations)

The Brief:

Atomic10 was appointed to launch YOTEL's second Scottish property in Glasgow, bringing the brand’s innovative hotel experience to a new audience.

The Challenge:

Launching YOTEL Glasgow in summer 2021, following months of lockdowns, amidst uncertainty in the hospitality sector. With hotel industry revenue in the UK plummeting by 73% in 2021, it was critical to quickly and effectively establish YOTEL and its seventh-floor bar, bowling alley, and restaurant, VEGA, as a must-visit destination in Glasgow.

Campaign:

Atomic10 led a comprehensive launch strategy that encompassed content creation, PR, social media, press outreach, influencer engagement, brand partnerships, and events. Extensive research allowed us to identify the unique selling points and opportunities for YOTEL’s successful entry into the Glasgow market. Our approach included:

  • Developing impactful photography and videography to generate pre-launch excitement

  • Implementing an engaging social media and influencer strategy to tell YOTEL’s story

  • Generating peer-to-peer recommendations to drive ROI

We launched two standout campaigns:

  1. Ready, Set, Yo:

    • An interactive social animation that offered a virtual tour of Glasgow’s iconic landmarks, featuring the brand-new YOTEL.

    • Created a 'treasure chest' gifting send-out to introduce YOTEL to key influencers and orchestrated a giveaway worth over £5,000 in hotel stays on YOTEL Glasgow’s Instagram channel.

    • This campaign generated over 5,000 entries, organically growing the channel from 0 to 3,000 followers in just 5 days.

  2. TikTok Check-In Challenge:

    • Launched YOTEL’s first TikTok channel with a campaign promoting the hotel’s contactless check-in system.

    • Collaborated with top Scottish creators, including Paul Black, to generate excitement through giveaways and collaborations.

    • Achieved an audience reach of over 500,000 on TikTok within 48 hours and garnered over 1,500 entries for the giveaway.

Results:

The YOTEL launch phase was a massive success. generating a press and influencer coverage reach of over 990 million, social media follower growth from 0 to over 46K and a record number of bookings for the hotel chain over the initial 6 month launch period. This led to Atomic10 being appointed to work with the YOTEL brand across other cities, including Manchester, Edinburgh, London, and Istanbul. Our campaign grew the YOTEL Glasgow Instagram channel to over 46,000 followers and successfully launched the brand’s first TikTok channel. The campaign was recognised by The Marketing Society Scotland for its outstanding impact.