Background
MacDonald Hotels and Resorts offer luxury and style at over 60 locations around the UK. In 2006, JBP was appointed by the group to relaunch its five star flagship hotel, the Bath Spa, following a £10 million rejuvenation programme. The refurbishment includes 21 butler-serviced luxury suites as well as a destination spa.
Strategic approach
- JBP implemented a strategic PR programme, in line with Macdonald Bath Spa’s business objectives, incorporating media relations and other related marketing initiatives, including event management and direct mail as appropriate.
- JBP identified key audiences and targeted activity towards them via the most appropriate media channels.
- Audiences were targeted via campaigns that promote the different functions and offerings of the hotel venue.
Tactics
- Writing press releases on the launch of the destination spa for luxury consumer publications, national newspapers and travel supplements, regional publications and local broadcast media.
- Liaising with individual journalists to invite them to the Spa Launch Event and to review the new spa.
- Competitions set up in regional publications to publicise the spa.
- Arranging a guest list for the spa launch and managing the event.
- Writing press releases on the launch of butler-serviced Imperial Suites.
- Liaising with national and regional travel writers to offer press trips to review Imperial Suites.
- Working closely alongside the in-house marketing team to organise the event to launch Imperial Suites.
Results
- Major media coverage achieved in national consumer publications, including Marie Claire, Daily Mail, the Sunday Telegraph’s Stella magazine, Hello magazine, The Times, Observer, and the Financial Times magazine.
- Broadcast coverage achieved on ITV West, BBC Points West and BBC Radio Bristol.
