National media coverage of Liverpool’s new Shankly Hotel has been worth an estimated £1.4 million, say developers Signature Living.

The hotel and museum, which part opened on Victoria Street last month, has received coverage in all of the national newspapers including the Daily Mirror, The Times, Daily Express, Daily Mail, Independent as well as the ECHO.
The hotel, which is a joint venture between Signature Living and the Shankly family, has also been featured on BBC news, Sky Sports, ESPN and ITV Granada as part of a PR campaign masterminded by Liverpool PR agency, PRD Associates.

The firm, which was set up by former Labour Party Special Adviser (SpAd), Dan Hughes in 2013, works with clients across corporate, consumer and lifestyle industries.

The company has recently won contracts to provide PR and communications services for the Barclays-sponsored European Diversity Awards as well as the British LGBT Awards.

Speaking about the media attention the new hotel has received, Signature Living founder Lawrence Kenwright said:

“The Shankly hotel development is only part open yet the national and international media attention has been amazing. It has certainly been helped by such a strong PR campaign by Daniel Hughes and PRD Associates.

“The PR value of the national campaign has been in the region of £1.4million and that’s before we’ve taken into account the international media coverage.”

PRD’s managing director Daniel Hughes said:

“I am incredibly proud with the Shankly Hotel campaign. The hotel is a major tribute to one of the most iconic names in world football and is a fantastic asset to Liverpool’s tourism offer. There is still even more to come from the development, which I’m confident will make even more positive news headlines the world-over during the next 12 months.”