The Challenge
As Nova Scotia’s first true luxury hotel, Muir needed to break through a competitive tourism landscape and establish itself as a landmark destination within the newly developed Queen’s Marque district. The challenge was to generate strong awareness around its opening and position Halifax as a premier destination for luxury travellers, ensuring Muir stood out as a unique, must-visit property.
Our Response
Tartanbond developed a targeted communications approach to build anticipation for Muir’s debut and establish it as Nova Scotia’s first true luxury hotel. We executed strategic media relations, secured high-value coverage, and coordinated FAM visits with top-tier travel, lifestyle, and luxury media to showcase the property’s unique design, amenities, and sense of place. These efforts worked together to elevate Muir’s profile and position Halifax as a premier destination for luxury travellers.
Impact
Within the first year of Muir opening, Tartanbond positioned the hotel as Nova Scotia’s premier curated lifestyle and business hotel, whilst promoting the expertise that went into the design, architecture and calibre of hospitality.
- Earned Media
We engaged top-tier media across Canada and the U.S., both in targeted pitches and strategic invites to experience Muir and its luxurious offerings firsthand. Targeted outreach included editors of top tier Canadian and U.S. consumer outlets, including Zoomer, The Globe and Mail, NUVO, Forbes, Conde Nast Traveler and more. - Brand Awareness
Our efforts resulted in widespread impact in boosting awareness of Muir’s arrival to Halifax, positioning it as a new and luxury hotel for the Queen’s Marque district for both business and leisure travel for visitors both local to Canada and international.
