Haymarket by Scandic

Haymarket by Scandic is by far the biggest investment in individual lifestyle hotels by Scandic ever. In order to drum up as much media attention as possible prior to the launch, Scandic chose to collaborate with modinåkerlind once again after the successful collaboration in 2011 with the Scandic Grand Central. 

modinåkerlind devised an intensive PR strategy and plan for the hotel which relied on traditional and non-traditional communication methods.  In order to encourage media interest and generate a buzz via word-of-mouth. During the year leading up to the launch, the PR efforts were gradually widened to reach a larger target audience. 

Scandic’s ultimate goal, other than generating as much press as possible, was to be featured in the world’s leading travel magazine, Condé Nast Traveller. This was achieved by modinåkerlind already in September 2015 - 7 months prior to the opening. 

After a year of hard work, modinåkerlind had successfully put Haymarket by Scandic on the map, and the hotel had been mentioned in almost every Scandinavian media outlet and global giants such as Travel + Leisure, Svenska Dagbladet and Dagens Nyheter.   

Perseverance, diligence, and a clear PR strategy were all key elements instrumental to the success of this outstanding project. With modinåkerlind’s help, Scandic proved that it is possible to make new and daring moves in the world of mid-market hotels while still staying true to company culture. Only a few days after the grand opening Haymarket by Scandic is already described as the new It-hotel in Stockholm by magazines like ELLE, Café, Residence, ELLE Deco among others. 

The hotel opened in May 10th 2016.

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