Edinburgh has no shortage of beautiful hotels. But W Edinburgh isn't just a place to stay, it's a destination in its own right. A world-class spa, stunning restaurants, a speakeasy bar, the only 360 terrace in the city for breath-taking views and showstopping suites. Our brief was to make sure the world's top travel writers and Scotland's most influential voices know exactly that... and can't stop talking about it.

We came in with a two-pronged approach. On one side, we targeted the heavyweight national travel writers and luxury press, securing the kind of considered, in-depth hotel reviews that drive serious bookings. On the other, we embedded W Edinburgh into the local Scottish scene, getting influencers through the doors of SUSHISAMBA Edinburgh and the W Lounge regularly, turning the hotel into a go-to for locals just as much as tourists, hotels are often overlooked as a late night destination in itself but we changed that narrative. A luxury destination that the city itself is proud of.

141 press inclusions and 73 social posts tell part of the story. But it's the quality that really lands... 7 pieces of Condé Nast Traveller coverage, 6 in The Times, 3 in Cosmopolitan, and a consistent presence across the travel titles that matter most. Joao's Place was even named as the number one bar to visit in Edinburgh by The Times, meaning the hotel isn't just on the list for Edinburgh stays. It's at the top of it.