The ClientThe Poseidonion Grand Hotel is a landmark of the Spetses skyline. Home to two gourmet restaurants, a spa and romantic suites with dazzling Mediterranean views, this is island life at its most luxurious.
Influenced by the French Riviera’s finest hotels and decorated according to the style of Belle Époque, the Poseidonion resembles establishments like the early 20th-century Carlton in Cannes and the Negresco in Nice. It was completed in 1914 by the wealthy Anargyros shipping family, casting Spetses as the top destination for the Greek bourgeoisie.
The BriefThe Poseidonion Grand Hotel needed a full-scale communications programme which would coincide with the establishment’s centenary celebrations. The Tweed Run, described by New York Times’ legendary street-style photographer Bill Cunningham as ‘reinventing the catwalk’, was chosen to be incorporated into the programme as a stylish yet sartorial complement to the hotel’s other events.
Travelworks ensured extensive promotion and coverage of the three-day event, with the aim of highlighting the Poseidonion Grand Hotel’s centenary status. The hotel’s role as an initiator of cultural happenings as well as the inspiring lead it assumes on the island of Spetses were also spotlighted.
Bringing the Tweed Run to SpetsesTravelworks took responsibility for the overall preparation of the Tweed Run Spetses, including organisation, sponsorship management, promotion and implementation.
For pre-event promotion, Travelworks organised extensive media coverage of the Tweed Run, including features on national TV. Press releases were created and distributed to all major and local news outlets, as well as lifestyle publications with a strong digital and social presence. Sponsorships and celebrity appearances were also secured by the agency on behalf of its client. Calls for registration were initiated and handled by Travelworks, as well as the coordination and logistics of all programmed activities on site.
During the event a wealth of photographic and video material was created and shared over social media, with targeted posts drawing attention to the Poseidonion Grand Hotel’s central role as well as its centennial celebrations.
Post-event, press releases and throwback social media and blog content were created to retain audience interest in the event and the Poseidonion Grand Hotel.
From one-off celebration to annual event
The first Tweed Run Spetses was a great success. More than 200 fans of vintage style from Greece and abroad journeyed to Spetses and the Poseidonion Grand Hotel for the occasion, with the event triggering over 50 references in the major Greek media outlets. Exposure on social media was even greater, with the event generating more than 400,000 impressions throughout all social media platforms of the Poseidonion Grand Hotel, while user-generated content spread spread even further.
Initially conceived as a one-off experience, the success of the first Tweed Run Spetses was such that Travelworks and the Poseidonion Grand decided to repeat the event on an annual basis. To date, five Tweed Run Spetses’ have seen over 1200 participants taking part. 300 references in the press have been made, and social media content both prior to, during and after the event has generated more than 2 million impressions.
Most recently a number of international brands have sponsored the Tweed Run Spetses, including Barbour, Hendrick’s Gin and BMW/Mini, signalling ever-increasing opportunities for collaboration with luxury goods brands within the event.
Tweed Runs Spetses To Date
Social Media Impressions To Date
AwardsDue to the ongoing success of the Tweed Run Spetses, Travelworks has won a number of awards including an Ermis Award Gold (2016), Event Awards Silver (2016) and Tourism Awards Gold (2015).
85 Great Portland Street,
London, W1W 7LT, United Kingdom
(+44) 2038 082984
5 Amfitheas Avenue,
Athens, 17122, Greece
(+30) 210 922 2525