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Criterion Hospitality – owner of a group of West End hotels, urban residential properties and Piccadilly Circus self-service apartments – is notable for its trend-forward properties with competitive pricing in the heart of London.

When Criterion Hospitality announced the opening of Zedwell – London’s first sleep and wellbeing hotel in the U.K. market – it was the biggest hotel opening in the capital in more than 10 years with more than 700 rooms.

Criterion Hospitality tasked Allison+Partners with building awareness and buzz for the new property and elevating the company’s profile by highlighting Zedwell’s unique features.  

However, the London hospitality industry is hypercompetitive. And as Airbnb and other similar platforms continue to give consumers more options at competitive rates, it’s increasingly difficult to break through.

To capture consumer attention, we knew we’d have to control the message carefully. A truly unique concept, Zedwell offered soundproofed cocoon rooms, calming décor, low-tech and sustainable oak furnishing. With this in mind, we undertook an integrated launch campaign to set Zedwell apart from the crowded London hotel market and position it as a hub to get the perfect night's sleep amongst the city’s central buzz.

To successfully launch Zedwell, we had to first perfect the message and then strategically disseminate it in a way that kept our unique differentiators front and centre. We crafted the messaging through several dedicated workshops, taking into account the competitive set, the Zedwell difference and what was truly going to make the property standout – its design and dedication to wellbeing. 

Once we created the messaging, we executed a highly strategic media relations programme – offering target editors early stays to pen reviews – and secured an exclusive partnership with Stylist Magazine to host its inaugural VIP influencer sleepover event, Restival. 

The partnership with Stylist Magazine was critical to the launch’s success. Aligning with the ethos of Restival, Zedwell connected with influential content creators with a keen interest in sleep and wellbeing and offered them an appropriate and engaging experience. By giving them the chance to experience the Zedwell brand first-hand at the event, we boosted awareness of the new hotel through authentic social content created for their audiences ahead of Zedwell’s doors opening.

Also as part of our partnership with Stylist Magazine, Zedwell was included in dedicated editorial, advertorial and advertising across Stylist Magazine’s print, online and social channels (for a total reach of more than 4 million).

To secure ongoing momentum and hits in lifestyle media, we partnered with sleep expert Dr. Neil Stanley to act as a credible spokesperson on behalf of the property and touted its effective wellbeing elements.  

Through these tactics, we elevated Zedwell as a trendy, go-to destination for tourists and locals alike.

The results:

  • Through our integrated campaign, we positioned Zedwell as the premiere destination in London – for all travelers, no matter the occasion.
  • For the two-day Restival event, we secured 36 guests, including 12 lifestyle influencers, to experience Zedwell firsthand through engaging sleep- and health-related workshops and an overnight stay. Influencers tagged @zedwellhotels 42 times and their content, including Zedwell mentions and location tags, reached a combined audience of almost 800,000 followers.
  • In total, the team secured 32 pieces of coverage (averaging three pieces per week), including stories in top-tier publications, such as Evening Standard, Mail Online and Forbes, with impressions amounting to more than 480 million. From the coverage secured, the articles were 100% positive in sentiment.