Menu
We were tasked with refreshing the brand image of luxury Mayfair hotel The Cavendish London, as well as its fine dining restaurant, the Mayfair Lounge & Grill. Part of our remit included broadening the appeal of the hotel and restaurant to a younger cohort and raising awareness of the hotel to markets outside of London.
• We worked with the client to develop a tiered media list and began a programme of media outreach to invite them to review the hotel and restaurant. We focused on regional newspapers and magazines to target the non-London market, influencers to target a younger age group and traditional lifestyle and travel media to maintain the hotel’s existing reputation.
• Campaigns: We developed media campaigns specifically designed to challenge the traditional stereotypes of the hotel and open it up to new markets, as well as campaigns to appeal to its existing audience, including:
o Veganuary – We linked the hotel’s fine dining restaurant to the popular Veganuary campaign by developing a three-course plant-based menu for the month of January. We conducted media interviews with the head chef to highlight his plant-based ethos, arranged a photoshoot of the new menu, and pitched it to media and influencers to review.
o Jubilee afternoon tea – We invited media and influencers to review the hotel’s limited-edition Jubilee afternoon tea, and created news bulletins to share with media.
• We arranged media interviews (including webinars and podcasts) with key employees, to show the personal face of the brand.
• We drafted news bulletins and late deals, arranged competitions in key media titles, drafted and entered awards on the client’s behalf and ran a proactive and reactive press office.
• We delivered coverage in key national and local UK media, including The Mail Online, Scottish Daily Mail, Midlands & South regional press,
Hampshire Independent & Observer, Woman & Home, Fodors, Country & Townhouse, Weddings and Honeymoons, British Heritage Magazine, Britain’s
Finest, and Boutique Hotelier, reaching over 50 million people globally.
• We regularly worked with influencers to deliver media reviews across their social platforms, reaching around 12 million people globally.
• 19 pieces of coverage for the Veganuary campaign, including in Plant Based News, The Staff Canteen, The Art of Food & Drink and Hospitality &
Catering News, with a total reach of 1.2 million, several media and influencer reviews and requests for comment.
• Over 20 pieces of coverage for the Jubilee afternoon tea, including in the Daily Mail, Scottish Daily Mail and Mail Online, reaching over 35
million people globally.
