Luxury Hotel Opening

Intercontinental London Park Lane

Client: Following a 3-year closure and a $150 million refurbishment, the new InterContinental London Park Lane reopened in early 2007 and became the flagship hotel for the InterContinental brand in Europe. The hotel is located at Number One Park Lane, one of London’s most prestigious addresses and boasts a completely new design and partnerships with Theo Randall and Elemis Spa.

Strategy & Tactics: The hotel has always been very popular for meetings and business travelers. In promoting the reopening in a very saturated market, we sought to establish the hotel as a ‘hot’ urban destination among both business and leisure travelers. To accomplish this, we played up unique attributes that differentiate the hotel from competitors. The agency went beyond the traditional travel media to reach consumers through alternative outlets (shelter, fashion, beauty, culinary, lifestyle) that speak to guests’ lifestyle choices and interests.

Campaign Highlights: The Brandman Agency has hosted media trips to the property, coordinated individual media visits and worked with the hotel to develop unique incentive and business programs and consumer packages that highlighted the brand’s “In the Know” messaging.

Results: The Brandman Agency secured placements in Food & Wine, Women’s Wear Daily, USA Today, The New York Times (business story), Newsweek International (Cinema Suite Coverage), Corporate Meetings and Incentives, Luxury Travel Advisor, Destination Weddings and Honeymoons and SPA. Extensive coverage was also secured in traditional travel publications such as Travel + Leisure, Condè Nast Traveler, and Departures.