From timeless country house hotels to sleek modern city hotels, Macdonald Hotels offer the very best in meeting and conference facilities with full business support at some of the finest venues across the UK.
Campaign
Raise the profile of the business and event facilities at the group’s portfolio of 48 properties
Objectives
- Raise awareness of Macdonald Hotels & Resorts as a business focused brand
- Underline leadership and expertise within business travel and tourism
- Position Macdonald Hotels & Resorts as a UK wide brand
- Communicate business success within the group
- Profile Macdonald Hotels & Resorts’ expertise in the area of catering and business incentive
Strategy and tactics
The key to the success of the campaign was to develop a wide reaching press office targeting multiple sectors including industry, business (national and regional), food and drink, and training / HR. This would ensure the hotel portfolio received extensive specialist, local and national coverage. A programme of press trips across the hotel portfolio was organised to grow individual property and wider brand awareness. Davies Tanner also planned to introduce a number of activities to position Macdonald Hotels as significant industry thought leaders.
Results
- Widespread exposure encompassing full range of target audiences
- Produced and launched landmark and exclusive research report ‘The Future of Corporate Procurement’ to industry acclaim including a media briefing and launch event, a stakeholder briefing at 30 St Mary’s Axe (The Gherkin) and a digital media discussion (Twitter)
- Grew profile of Ruaridh Macdonald, Business Development Director
Measurement
- Audience reach of over 1,500,000
- Return on investment: 6.12
