We at Schiphol want the media to focus on the opening of Yotel and this innovative concept. One problem: we ourselves have already sent a press release to the Dutch press at an earlier phase. It is no longer newsworthy.
Yotel is opened in the presence of a select group of journalists. It is launched as a unique concept within the Netherlands and in Europe. Unique because of its location behind passport control. Unique because of the design and trendy styling of the small, compact rooms. Luxury and design in just a few square metres.
We invite the Dutch newspaper, lifestyle and travel journalists to come and enjoy a test sleep. If this is inconvenient, they are welcome to pay a visit when it suits them: to look around the hotel, take photographs and film the premises and interview the Dutch manager. One telephone call will suffice: we will arrange a visit to Yotel, behind the strict security checks at Schiphol, within the hour.
The publicity is
tremendous: 23 printed articles, 30 online publications and 2 television items. Media value: € 310,000. The present hotel occupation is higher than anticipated.
