TV AD BOOST FOR STAYCITY SERVICED APARTMENTS

Publish date: Thu 20 Feb, 2014

Staycity has this week launched a €50,000 (£41,000) TV advertising campaign, the first for the serviced apartment sector.

The TV campaign, which will run four times a year in the UK, targets the company’s core leisure market of couples, families and groups, aged 16-54. The 30-second advert will be screened 128 times over the next four weeks on Sky UK’s entertainment, news, documentary, sports and music channels.

“This advert will be a great brand building exercise for us as our sector had previously been very much under the radar but more recently has started to emerge into the mainstream,” commented sales and marketing director Jason Delany.

“The advert aims to educate guests about the key advantages of a serviced apartment over a hotel room such as self-catering, additional space and flexibility with additional services such as 24-hour reception and complimentary WiFi adding further appeal. It also tells prospective customers which cities we operate in.”

He added: “Our aim would be to update the ads throughout the year as we open apartments in additional cities across Europe.”

The TV campaign coincides with the Dublin-based company’s 10th anniversary. Staycity was founded in March 2004 by CEO Tom Walsh and his brother Ger. The company’s majority shareholding is held by the founders and management, while some 40% is held by Irelandia, the investment vehicle of the Ryan family, one of Ireland’s wealthiest families.

Staycity has over 1,000 apartments across eight European cities, with ambitious expansion plans for the next five years taking it to 5,000. In May 2014 it will open 161 purpose-built apartments in two properties in Greenwich, London. In August 2014 66 Staycity apartments will open in Venice, with another 144 being added to the portfolio in Lyon in October.

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About Staycity Aparthotels

Staycity Aparthotels is a privately held company based in Dublin offering quality short-term and long-term apartment and aparthotel lettings in central city locations. These include Dublin (179 apartments), Edinburgh (146), Manchester (266), Liverpool (56), Birmingham (249), London Heathrow (269), London Greenwich (166),Paris (50), York (197), Marseille (108) and Lyon (144). With a total estate (pipeline and operating) totaling over 6,500 apartments the company is on target to achieve its stated aim of 15,000 apartments by 2022.

Staycity Aparthotels was founded in 2004 by Tom Walsh and his brother Ger, starting with a single apartment in Dublin’s Temple Bar, a former recording studio used by the likes of U2.

With an active European expansion plan Staycity has quickly established itself as one of the leading aparthotel operators. Projected annual turnover for 2018 is expected to reach €70m.

Staycity’s properties are made up of studios, one-bedroom and two-bedroom apartments offering 24-hour reception, fully equipped kitchens or kitchenettes, a dining area, sitting area and bathroom. Additional features include complimentary Wi-Fi access, flat-screen TV and guest laundry facilities as well as weekly housekeeping. Most sites have private car parking facilities and many offer a dry gym. All latest generation properties, such as London Heathrow, York, Birmingham Newhall Square, Lyon and Marseille have a guest lounge/café for breakfast, all day snacks and beverages.

In 2015 Staycity Group won the Industry Breakthrough Award at the Association of Serviced Apartment Providers (ASAP) Annual Awards and was inducted into the Tripadvisor Hall of Fame. In 2016 the company was highly commended in the Serviced Apartment Business of the Year Award, Corporate category (ASAP Awards). In 2018 Staycity won the Best Operator Award (201+ apartments) in the Serviced Apartment News Awards.