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Jacques Lapierre (GM, Bisha Hotel Toronto); Mayor John Tory; Charles Khabouth (CEO, INK Entertainment); Jonathan Tisch (Chairman and CEO, Loews Hotels); Brian Brown (VP, Lifetime Developments); Michael Pearl (VP, Lifetime Developments) 3.jpg


The Client

Bisha Hotel Toronto is a new luxury boutique hotel located in the Entertainment District of Toronto, created by lifestyle impresario Charles Khabouth.

The Challenge

Launch Bisha Hotel Toronto in the Canadian market. Charles Khabouth is known for hospitality and nightlife in Toronto and the challenge for Siren was to create memorable launch events for Charles’ first-ever hotel brand.

The Solution

Siren handled all aspects of the hotel opening including a hard hat media event that took place one-month prior to the opening. Siren secured over 40 Toronto-based media to attend the event, which included a tour of the hotel, speeches from key partners and finished with a drink and canapé reception.

Siren also planned and executed a ribbon cutting media event to launch the hotel including over 50 travel, lifestyle, trade and broadcast media. The event included a press conference with key hosts and partners as well as special guests Mayor John Tory and Jonathan Tisch, Chairman and CEO of Loews Hotel Group. Following the press conference, tours of the hotel were organizing followed by a VIP sit-down luncheon on the 44th floor rooftop restaurant, KŌST.

The launch campaign culminated with a Grand Opening Party for 800 VIP guests. The party included a number of activations taking place throughout the property from the lobby to the rooms and the roof, with the goal of showcasing all the Bisha Hotel Toronto has to offer.

The Results

Hard Hat Media Event
•8,883,139 media impressions across Toronto and Canada
•$122,183 in measured media value
• 2,037,583 social media impressions
•21media placements including Canadian Traveller, Good Food Revolution, Travel Press, Travel Pulse, Travelweek and Urban Toronto

Ribbon Cutting Media Event
•58,968,662 media impressions across Toronto and Canada
•$363,555 in measured media value
•4,070,570 social media impressions
•42 media placements including CP24 Breakfast, CTV News, BlogTO, Canada’s 100 Best, Toronto Life and Best of Toronto