Background

THE TENNESSEAN, a personal luxury hotel, opened in Knoxville in April 2017 and turned to RPR to make a splash with their grand opening locally, regionally and in national travel outlets. As the first of its kind in East Tennessee, RPR had the opportunity to carve out Knoxville as a rising hot spot by telling the unique story behind the hotel and its Innkeeper – a native Knoxvillian looking to bring a one-of-a-kind level of luxury to his hometown.

 

Strategies + Tactics

RPR worked with the hotel team and Knoxville Visitor’s Bureau to determine top driver markets to Knoxville and develop a targeted strategy to reach national media by highlighting the luxurious and unique aspects of the hotel. From the architectural details like the tuxedo wrapping around the hotel to design features that reflect the Tennessee River – the theme of the property – RPR coordinated media stays with some of the nation’s top travel writers to secure editorial features, social media posts and blogs about the personal luxury and accommodating staff at THE TENNESSEAN Hotel.

 

Results  

As a result of our efforts, the hotel has topped lists such as the Forbes Travel Guide Hot Hotels and been nominated for Southern Living’s 2018 South’s Best Hotel. Within the first six months of the hotel’s opening, THE TENNESSEAN was featured in local and regional outlets including the Knoxville News Sentinel and Birmingham Magazine as well as a variety of top tier media outlets such as HGTV.com, TravelChannel.com and CNN Travel. Garden & Gun has also featured the property multiple times and looks to the hotel team as a resource for future stories as a result of RPR’s coordination. In total, RPR has secured more than 142 million media impressions for the hotel to date.