Communications & Public Relations
Customers face a mass of communication daily. Hotel language, message and visual expression needs to be clear and understandable. An authentic message is key to connecting with key geographical audiences for the initial hotel opening and beyond.
AA+G will support the organisation in developing an internal communications 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 will create a strategic plan for Communications and PR.
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. Media Invitations will be extended to highly regarded travel, luxury lifestyle, corporate, design, weddings & events, and food editors, as well as influencers and bloggers, generating valuable reviews.
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 the 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. Each campaign 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.
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 one of the most valuable sources of new sales leads for the Hotel.
Media partner Dovetail works closely with JetSmarter, Harrods and Victor to host events for the ‘bookers’ for smaller meetings and incentives as well as large conferences.
Media Meetings & Events
The Media Relations team will arrange media tours of major cities including London and NYC to meet with A list media to present a new launch.
Media lunches and receptions may be arranged as part of the same media tour. F&B budgets will be approved by the hotel management team.
Consumer and business titles from Travel & Leisure, New York Times and Forbes will be targeted for face to face meetings.
Media visits to the Hotel will be co-ordinated by the AA+G communications team.
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 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 for the Hotel, 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 partnerships naturally generate media exposure and further enhance the profile of a brand. They will importantly elevate a Hotel name and shift marketing positioning by association.
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 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.
Philanthropy & Sustainability
A philanthropic message is important when targeting an audience that has achieved a certain level of affluence. Increasingly travellers seek the opportunity to understand how their travel may support a pertinent initiative/cause.
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
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 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 World of Fine Wines Awards.