New hotels are easy to generate coverage for – everyone wants to write about new venues. But what about when it is no longer new – and generating coverage and new business is still just as important?

For the Radisson Edwardian in the former Free Trade Hall the Mason Williams team mixed creativity with hard work to develop a string of news stories and direct to customer activities, which resulted in continuous coverage through the year.

We generated a programme to profile the Head Chef Neil Armstrong. We created chef how-to masterclass videos, which proved a huge success in generating online video content coverage. We supported the hotel’s monthly jazz night, Club 43, an agency inspired concept, through targeted listings and reviews – making it a popular event at the hotel.

Working in partnership with Action For Sustainable Living, the hotel’s roof garden underwent a refurb. This unique, sustainable feature provides produce for the kitchen and in-room amenities, such as lavender filled pillow scent.

We hosted a series of successful media reviews at the hotel’s Sienna Spa and Finishing Touches salon. Our aim here was to target local beauty bloggers and mummy bloggers for review.

We confirmed and managed a series of press trips throughout 2011 including The Daily Telegraph, Daily Mail Online, Sunday Life and Wallpaper Guide We continue to manage the hotel’s monthly networking event, Second Thursday, another agency initiative, bringing in a selection of guest names for each event in a deliberately low key atmosphere. Guests might include local entrepreneurs, publishers or journalists from anywhere in the UK and interesting people from pretty much any walk of life..