Opening of the Park Inn by Radisson Antwerp Berchem
Challenge
Opening a new branch in Berchem following several successful launches in Leuven, Brussels, Antwerp and more, is a challenge. The brand new Park Inn by Radisson Antwerp Berchem officially opened its doors at the beginning of July 2019 and LEWIS was responsible for the communication and PR.
Park Inn by Radisson Antwerp Berchem offers the best facilities in the green lung of Antwerp. The hotel responds to the increasing traffic in the city by positioning itself on the edge, within walking distance of the train and bus stations, close to several tram lines and only steps away from Deurne Airport and the port of Antwerp. In combination with state-of-the-art surroundings and Zurenborg attractions such as the Dageraadplaats, the hotel promises a total experience for its guests.
Strategy
LEWIS opted for a broad and diverse press approach. In addition to coverage in national and regional media, the new hotel was also able to count on numerous articles in MICE and hotel publications. In addition to the communication in the media, LEWIS organized several fun competitions in Libelle, Flair and the Dutch magazine Margriet. The winning readers got to spend a weekend in Antwerp at the Park Inn by Radisson Antwerp Berchem. Numerous influencers also visited the hotel, resulting in great social media coverage and blog reviews. Finally, at the end of September, a real opening event took place with the theme ‘Park Indian Summer’.
Results
In total, the announcement of the opening appeared in over 20 publications in Flemish media such as De Standaard, Gazet van Antwerpen and AVS. LEWIS also organized three great competitions, both online and in print, which attracted a total of over 5,000 entries.
A dozen Flemish and Dutch influencers visited the hotel, generating a total of +200 posts spread across various social media.
With this diverse communication strategy, LEWIS managed to put the opening of Park Inn by Radisson Antwerp Berchem in the spotlight!