Virgin Hotels

Painting the Town Red

Painting the Town Red






Influencer Engagement

3 front pages

131 news items

The challenge

Virgin Hotels officially opened its first property in Europe in March 2023 – right in the heart of Edinburgh’s old town. With the one and only Richard Branson joining us for the opening we had to paint the town red – with a launch to do the hotel justice.

The solution

We developed a launch plan that would allow us to reach media, influencers, and Edinburgh residents – an engaging photo opp and Q&A with Branson for selected journalists, media stays to give them a taste of the Virgin Hotels experience, influencer sleepovers with moments created for content and an epic launch party with a guestlist of Scotland’s most influential.

The outcome

We secured international, national and regional media coverage – including three front pages. With 25 influencer stays and content shared throughout the party the social buzz was real. But don’t just take our word for it…