Three’s a trend!

Home Roxstars Three’s a trend!

Three's a trend!

Back in my inglorious PR days, I was once charged with promoting a new Maldives resort. It sounded heavenly – overwater villas, teeming coral reef, aquamarine seas, 74 restaurants, 128 pools…. – but, unfortunately, it also sounded like pretty much every other Maldives resort. Which made promoting it hard, even with the bonus of newness.

Getting nowhere, I swotted up and discovered, luckily, that two other Maldives resorts – which also sounded identical – were due to open in the same region. Recalling the eternal media rule that “three is a trend”, I decided to promote this region as the Maldives’ new hotspot. Despite one of the PRs of the other two hotels sulkily, bizarrely objecting to assisting, I ploughed ahead and actually secured some decent coverage.

I related this sun-soaked anecdote last week to my newest PR friend, Emma of J Public Relations, by way of suggesting a similar ruse focused on a corner of London. And, generally, I reckon that the ‘trend’ approach is a brill idea when you’re tasked with promoting a seemingly-insipid hotel or holiday. Sure, it would be shared coverage – this is what that other Maldives-promoting PR seemed grumpiest about – but that’s still coverage which wouldn’t otherwise exist. So, d’oh!

It needn’t always be a geographical ‘trend’, either. Maybe your hotel is one of a series around the world using bunk beds. Maybe French-style rotisseries have never been cooler? Maybe the ‘floating reception’ is officially becoming a thing. Whatever – the trick is to take something a bit uncommon about your product and see if it has been echoed by at least two other new(ish) arrivals of late. If so? You’ve got yourself a fun trend story which certain media outlets might love.


We're more than just a database

Sign up now and see how you can distribute winning campaigns every time.



Tomorrow's Business

Roxhill updates

Click below to choose which updates your receive.


Post Fashion Week Tips


All change


Similar Posts

Other Posts by

Get started with Roxhill's PR and Media Database today

Discover the future of PR – easy, powerful, precise. Try Roxhill and start building rewarding connections with the world’s media today!

News & Updates

Subscribe to our newsletters

Tomorrow's Business Roxstars

We use cookies to enhance site navigation, analyze site usage, and assist in our marketing efforts. Accept cookie settings by clicking the button.
You can view our Cookie Policy or Privacy Policy.