Breathing new life into an established landmark
The Rutland Hotel has been an Edinburgh landmark for decades. Niche Works was hired by the owners, just months after a major refurbishment and re-branding exercise had been finished, to help overcome negative perceptions held by the local consumer market at that time.
An award-winning boutique hotel with 12 individually designed rooms and a private garden apartment, The Rutland is also home to Kyloe Restaurant & Grill, Edinburgh's first gourmet steak restaurant, and The Huxley bar. However, this Edinburgh landmark with unparalleled views of Edinburgh Castle and all along Princes Street has not always been the city's epitome of chic.
Overcoming a reputation as a late-night drinking den, prior to the current ownership, was the main challenge The Rutland's new owners faced following the hotel's re-launch.
As a first stage, Niche Works was able to capitalise on close relationships with leading Scottish hotel reviewers to entice them into the new boutique hotel to see for themselves that this was The Rutland but 'not as you know it.' Local misconceptions overcome, Niche Works concentrated on inviting reviewers from UK-wide publications (as well as selected international travel writers) to further increase awareness of the venue. Coverage included Red Magazine online, ELLE magazine and the Daily Telegraph as well as regionals such as the Aberdeen Press & Journal, The Scotsman and the Yorkshire Post, to name just a few.
Establishing strong relationships with Scotland's tourism organisation, VisitScotland, as well as Marketing Edinburgh, also helped increase The Rutland's media profile at home and abroad.