The Student Hotel

Launch of a new concept hotel, Amsterdam City. Pan European social content, PR and event concept.


48 journalists and influencers from five European markets attended the launch. 240+ editorial pieces published.
BedTalks adopted as hotel opening concept.

Highlight video of Bed Talks, the grand opening event for Amsterdam City


The Student Hotel Group launched its flagship property, Amsterdam City, with a Grand Opening in Amsterdam on Friday April 15 2016.

Today’s students are hard-working, driven and creative, entrepreneurial people who bring an ambience and vibrancy to where they live that means it is an exciting place to be.  

The hybrid concept combines student accommodation with short stay and hotel rooms.  The atmosphere is highly social, all common areas are shared and all guests, along with the local community, are encouraged to mix in the beautifully designed surroundings.

The Student Hotel has also developed a great F&B concept, The Pool, providing quality food and drink throughout the day.

 The Student Hotel group has secured finance and is actively looking for European cities where it can buy properties and develop the concept.  It has ambitious expansion plans with a target to open 40 properties throughout Europe by 2020.

The Student Hotel was founded by Scottish entrepreneur Charlie MacGregor in Amsterdam.  

A key element of the launch was a creative, innovative event unique to The Student Hotel.  Bed Talks, a combination of TED Talks and John and Yoko Ono’s Amsterdam Bed In, was a series of conversations between invited guests from a range of industries and backgrounds, covering a range of topics with the aim of generating connections and commitments, with an audience of no more than 10-15 for each talk.

Bed Talks were complemented by a series of workshops, interviews and panel discussions throughout the day.

The Challenge

The Student Hotel group wanted to create maximum noise around the launch across a number of platforms and to multiple audiences.

The challenge was to succinctly communicate the concept, showcase the product, create social media buzz, generate online and print coverage, and promote a number of elements unique to The Student Hotel including the Bed Talks launch activity, The Pool food and beverage concept and the business story behind The Student Hotel group and its rapid expansion across Europe.  All within the timeframe of six weeks from brief to event.

The Honey Partnership become an integral part of the management team with a brief to help with event management and liaise with potential Bed Talks speakers, as well as manage pan-European PR and social activity including the overall media strategy, social and media newsroom and on site press office, content seeding and media liaison.


There was a marked 5.6% increase in users visiting The Student Hotel website during launch.

The Twitter reach was 250,000, Facebook 18,000 over the launch weekend from The Student Hotel pages alone.

The live stream reached 1,000 unique viewers and the first two streams had 2,500 views.

‘The First Ever Bed Talk’ video had an additional 370 views, meaning 3,000 people were able to take part in Bed Talks without actually attending.

The Snapchat account was launched on Friday 15 April and reached 100 followers.

38 journalists from five European markets attended the launch.

240+ published editorial since launch with more expected.

Total reach: 65,053,531

88% of articles in publications with strong Alexa ranking (under 150,000)