Communcation & Media Relations
Customers face masses of communication daily. Hotel language, message and visual expression needs to be clear and understandable. An authentic message is key to connecting with desired audiences from the initial hotel opening.
AA+G will support the organisation in developing an internal communication plan that is aligned with the brand’s vision, mission and strategy. A clear tone of voice will be developed to sit alongside this.
AA+G’s media partner Dovetail will create a strategic plan for communications and PR. This will identify key geographical feeder markets to ensure generated exposure is targeted and relevant.
Advice will be provided on a photographic brief to align the visual expression with the brand positioning. This is particularly important for creating a library of ‘hero images’ which will build brand recognition.
Luxury Consumer Campaign
AA+G is in a very strong position to drive immediate and longer-term awareness for Hotel pre- and post-opening. It has established relationships with the travel and lifestyle editors across all major glossy publications, from Tatler to Economist’s quarterly lifestyle magazine, from the group editor of The Telegraph to the editor of Harrods Magazine.
AA+G has excellent relationships with the editorial teams of the specialist travel supplements and destination guides, as well as the online editors of all key consumer publications.
A carefully targeted media list will be created from across national, regional and special interest print and digital titles. It will reach a considered audience including: couples, families, business travellers, gourmands, cultural enthusiasts and wellness seekers.
Business & Events Campaign
A stream of B2B activity will promote luxury incentives, corporate travel, events and exclusive hire. This will include editorial coverage in all relevant publications, attending networking events and researching awards opportunities.
AA+G works closely with leading concierge companies, from Quintessentially and Ten Group, to Velocity Black and Knightsbridge Circle.
Leading decision makers will be targeted through editorial, direct mail via PA associations, memberships and liaison with business networks. Incentive and motivation agencies and HR managers will be reached through targeted editorial in trade media.
Client and media events will help to build a database of business contacts in affluent corporate sectors and will be the best source of new sales leads for Hotel.
Media partner Dovetail works closely with JetSmarter, Harrods and Fly Victor to host events for the ‘bookers’ for smaller meetings and incentives as well as large conferences.
AA+G drives content creation which is optimised and relevant. In conjunction with the hotel in-house team, a list of keywords and terms will be approved and incorporated into all PR materials and communication. Specific experiences, breaks and trends across the member hotels will be identified as priorities for PR messaging.
These stories appeal to online media, producing highly optimised, keyword rich content designed to increase search capability and backlinks to drive website traffic and domain authority through placement on high-quality, targeted websites.
As part of the media brief, AA+G will devise and coordinate social media campaigns with journalists prior to, during and after press visits to ensure maximum exposure to the client, with dedicated hashtag and Instagram takeovers where relevant.
AA+G coordinated two highly successful Instagram takeovers with Fashion Directors from Porter and Harper’s Bazaar magazines while staying at The Lowell Hotel, New York during NY Fashion Week.
A programme of VIP and influencer ambassadors will create and maintain a ‘buzz’ for the Hotel on social platforms. AA+G recently organised for actress Sienna Miller to stay in the Maldives as part of a social media campaign.
Upon request, AA+G is also able to provide a proposal for dedicated social media management. This would include content creation, planning and execution. Fresh, on-brand messaging actively drives audience and reach. The team offers expertise in the nuances across all platforms, with knowledge in travel, food and luxury lifestyle including design and interiors, arts and culture.
Successful brand partnerships naturally generate media exposure and further enhance the profile of a brand. They will importantly develop the Hotel brand and marketing positioning by association upon opening.
Efforts will be dedicated by AA+G to developing successful partnerships in order to generate further cross-marketing and data capture opportunities.
AA+G will identify and develop potential new brand partners to work across the the hotel’s target markets. This may include lifestyle, fashion, wellbeing, yachting and automotive brands.
DMC and tour operator partnerships will be supported through collaborative PR opportunities, including media hosting and events. Opportunities with the local and national Tourist Boards will be explored for promotions and collaborative events.
AA+G has existing relationships with specialist travel companies, concierge companies, wealth management companies, private members clubs and private banks. Introductions will be made to the hotel client.
Awards & Accolades
Awards and accolades will recognise and build the reputation of the Hotel across the consumer, business and trade audiences.
A timeline for agreed entries and nominations in 2021/ 2022 will be included in the overall strategy document, and all nominations and supporting material where appropriate managed by AA+G. These awards will be identified from across the travel and tourism, luxury lifestyle, B2B, wellness and gastronomy sectors.
Relevant awards and recognition may include the Condé Nast Traveller Hot List, Condé Nast Traveller Reader Awards, Food & Travel Awards, Luxury Briefing Awards and C&IT Awards.
Philanthropy & Sustainability
A philanthropic message is important when targeting an audience that has achieved a certain level of affluence. Increasingly travellers are seeking the chance to understand how their travel may support a pertinent issue, and may be as sustainable or eco-conscious as possible.
AA+G will highlight philanthropic and sustainable activity by the Hotel to develop a positive message.
In addition, AA+G will explore philanthropic messaging and partnerships with charitable associations concerning conservation, community and environmental sustainability to align with the hotel’s ethos. AA+G may identify a charitable partner to support on an annual or ongoing basis.
The communications team at AA&G has worked with several high profile charities attracting media attention and the support of VIPs, celebrity and royal patrons. These include:
The Elephant Family
Foundation for AIDS
NSPCC – at Masterpiece London
Marie-Curie Annual Fundraiser
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