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THE LANESBOROUGH – HOW WE HELPED A 5* HOTEL UP ITS GAME

OUR CHALLENGE
THE LANESBOROUGH BROUGHT LUCHFORD APM ON BOARD IN 2006 TO SUPPORT THEIR INTERNATIONAL COMMUNICATIONS CAMPAIGN AND RAISE THE QUALITY AND VOLUME OF MEDIA COVERAGE THROUGH A PROGRAMME OF SUSTAINED, HIGH-IMPACT MEDIA RELATIONS.

OUR SOLUTION
WE DEVELOPED A MULTI-SECTOR CAMPAIGN, TARGETING TRAVEL, FOOD & BEVERAGE MEDIA, AS WELL AS EVENTS AND NEWS PAGES WITH STORY ANGLES THAT HIGHLIGHTED THE LANESBOROUGH’S PEERLESS EXPERTISE AND QUALITY OF SERVICE. WE ALSO DEVELOPED COLLABORATION IDEAS THAT REINFORCED THE HOTEL’S LUXURY CREDENTIALS – IN PARTICULAR A PRIVATE FASHION SHOW WITH PRINGLE OF SCOTLAND AND A PRE-ASCOT HAT SHOWCASE WITH CELEBRITY MILLINER, COZMO JENKS – AND ORGANISED REGULAR OVERNIGHT STAYS FOR TOP TIER UK AND INTERNATIONAL MEDIA TO SUPPORT WEEKEND AVAILABILITY AT THE HOTEL. SEASONAL COCKTAILS AND HAMPERS WERE USED TO SUPPORT THE FOOD & BEVERAGE CAMPAIGN.

OUR IMPACT
OUR CAMPAIGN GENERATED UNPRECEDENTED LEVELS OF MEDIA ATTENTION FOR THE HOTEL, RETURNING AN AVERAGE MONTHLY ADVERTISING EQUIVALENT OF £150,000 FOR THE DURATION OF THE CAMPAIGN.

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