The luxury Le Bijou Hotel in Switzerland features some of the most sophisticated AI and technology in the hospitality industry. While partnered with Otter PR, the hotel has garnered international recognition.
At the start of the pandemic and travel was at a complete standstill. Hotels and restaurants around the world shut their doors, but Le Bijou did not want to give up so easily. They asked Otter PR to help them with their media relations campaign.
Le Bijou had already built in a contactless check-in system. They also put automated systems in place for their guests to have a luxurious stay without interacting with other humans. In cooperation with Otter PR, Le Bijou launched a new product. The result was a safe haven from COVID where guests can stay quarantined and access in-room COVID testing and other essentials.
This story had powerful potential, but we feared Le Bijou would be viewed as “insensitive” catering only to the rich. However, we were able to come up with a narrative to counter this sentiment.
Otter PR pitched this story on a high-end wire release. We also pitched it to our close media contacts at NY Times, Washington Post, and Forbes. The story spread across media waves immediately. It began gaining international exposure and circulating in the top 10 domestic and international newspapers.
In order to control the narrative, we positioned Le Bijou’s owners as clever entrepreneurs that would have gone out of business. That is, if it were not for this pivot and the use of technology to keep their doors open. It worked. Le Bijou was granted TV interviews and was cited in top publications.