Alsik Hotel & Spa lies in the heart of Sønderborg in southern Denmark and is characterized by its Nordic design and natural materials. The 4 star Danish hotel is designed by Henning Larsen Architects and is especially known for its panoramic viewpoint on the 16th floor, the grand Spa & Wellness department that offers more than 60 different experiences and treatments, as well as its three restaurants, all developed and led by Danish top chef Jesper Koch.

The hotel-opening was planned for May 2019, where RIMC were responsible for the pre-opening and launch, however in connection with the commercial opening, the hotel was taken over by Steigenberger. During the process Alsik Hotel & Spa needed expert assistance with the media handling of the pre-opening, opening and post-opening phase. The hotel’s challenge was to spread the message about the opening of Alsik Hotel & Spa on the waterfront in Sønderborg and in particular creating and maintaining a good relationship with the regional and local media and thus the area's residents, who will be important stakeholders for Alsik for many years to come.

Photo credit: Steigenberger Alsik Hotel & Spa.

At the core of any successful public relations strategy is a solid network among relevant media. To create and maintain a good relationship with the regional and local media and thus the area's residents on behalf of Alsik Hotel & Spa, we laid out a strategic plan for the hotel opening based on the hotel’s target audience and the different phases. 

The media effort for 2018/2019 was especially focused on creating a buzz around the hotel in the pre-opening and opening phase, why several press releases were distributed to the regional and local media.

The press releases were sent out on a regular basis in the five months leading up to the opening and gave a unique insight into the building process, the gastronomy that the hotel would offer, the Spa & Wellness area and of course covered the announcement of the opening. 

Furthermore, selected key media were invited for a pre-visit to the hotel as we truly believe that ‘Seeing is Believing’.

Photo credit: Steigenberger Alsik Hotel & Spa.