SANTA MARGHERITA LIGURE
In today's world, customers are bombarded with a multitude of messages every day. To stand out and make a connection, it is crucial that a hotel's language, messaging, and visual expression is clear, concise, and authentic.
To achieve this, AA+G will work with the organization to develop a comprehensive internal communication plan that is in line with the hotel's vision, mission, and strategy. A distinct tone of voice will be established to complement this plan.
AA+G will also devise a strategic plan for Communications and PR, offering expert guidance on creating a photographic brief that aligns with the hotel's brand positioning. This is particularly important in building brand recognition through a collection of compelling "hero images."
The media invitation list will include top travel, luxury lifestyle, corporate, design, wedding and event, and food editors, as well as influential bloggers and influencers, to generate positive reviews and exposure for the hotel.
AA+G has established strong connections with the travel and lifestyle editorial teams of prominent magazines and publications.
AA+G has a comprehensive network of relationships with the editorial teams of specialized travel guides and online editors of leading consumer publications.
A precisely selected media list will be established that covers both print and digital titles of national, regional, and niche interest. Each marketing campaign will target a carefully considered audience, including couples, families, business travelers, food lovers, cultural enthusiasts, and wellness seekers.
BUSINESS & EVENTS CAMPAIGN
AA+G will carry out a series of B2B marketing activities to promote the hotel's offerings for luxury incentives, corporate travel, events, and exclusive hire. This will involve securing editorial coverage in relevant publications, participating in networking events, and exploring awards opportunities.
The target audience for this campaign will be key decision makers, reached through editorial placements, direct mail to professional associations, memberships, and business network connections. Incentive and motivation agencies, as well as HR managers, will be reached through targeted editorial coverage in trade media.
Client and media events will help establish a database of business contacts in high-end corporate sectors and serve as a valuable source of new sales leads for the hotel.
AA+G's media partners work closely with organizations such as JetSmarter, Harrods, and Victor to host events for meeting and incentive bookers, both for small and large conferences.
The Media Relations team at AA+G will plan and execute media tours in major cities such as London and New York City. The purpose of these tours is to introduce the hotel's new launch to top-tier media outlets and build relationships with key journalists.
The media tours may also include lunches and receptions, with the food and beverage budgets approved by the hotel management team.
Targeted media outlets, including Travel & Leisure, The New York Times, and Forbes, will be approached for personalized meetings with the hotel representatives.
The AA+G communications team will coordinate and manage all aspects of the media visits to the hotel.
MEDIA MEETINGS & EVENTS
AA+G ensures the production of optimized and relevant content.
Together with the hotel's in-house team, AA+G will establish an approved list of keywords and phrases to be included in all public relations and communication materials.
AA+G will identify and highlight key experiences, packages, and trends offered by the hotel as priorities for PR messaging.
These stories will be appealing to digital media, resulting in the creation of highly optimized and keyword-rich content, designed to improve searchability, increase website traffic, and enhance domain authority through placement on high-quality, targeted websites.
AA+G will devise and coordinate social media campaigns in collaboration with journalists to maximize the Hotel's exposure before, during, and after press visits. This will involve the use of a dedicated hashtag and Instagram takeovers when appropriate.
The team will also develop a program for VIP and influencer ambassadors to generate a continual buzz for the Hotel on social media platforms.
On request, AA+G can provide a proposal for dedicated social media management that includes the creation, planning, and execution of content. This will ensure fresh, on-brand messaging that actively boosts audience engagement and reach. The team boasts expertise in various aspects of travel, food, and luxury lifestyle, including design, interiors, arts, and culture.
To enhance the profile and elevate the brand name of the Hotel, AA+G will strive to establish successful partnerships that can provide cross-marketing and data capture opportunities. By identifying and developing relationships with potential new brand partners across the hotel's target markets, such as lifestyle, fashion, wellness, yachting, and automotive brands, media exposure can be generated to further boost the profile of the Hotel.
AA+G will also work with DMCs and tour operators to create collaborative PR opportunities through media hosting and events, and will explore promotions and collaborative events with local and national tourist boards. The team has established relationships with various specialist travel companies, concierge companies, wealth management firms, private members clubs, and private banks and will introduce the Hotel to these partners.
AA+G will communicate the Hotel's philanthropic and sustainable initiatives to attract a socially conscious audience. This includes highlighting the Hotel's efforts in conservation, community, and environmental sustainability.
The team at AA+G will explore partnerships with charitable organizations that align with the Hotel's values, potentially selecting a charitable partner to support on a long-term basis.
With previous experience working with high-profile charities and securing media attention, as well as the support of VIPs, celebrities, and royalty, AA+G is equipped to effectively communicate the Hotel's philanthropic message.
PHILANTHROPY & SUSTAINABILITY
AWARDS & ACCOLADES
The recognition and prestige of awards and accolades will boost the reputation of the Hotel among consumers, businesses, and trade groups.
AA+G will develop a timeline for award submissions and nominations, and handle all the necessary materials and coordination. The awards will be selected from various categories, including travel and tourism, luxury lifestyle, business-to-business, wellness, and gastronomy.
Some of the top awards and recognition opportunities that may be targeted include the Condé Nast Traveller Hot List, Condé Nast Traveller Reader Awards, Food & Travel Awards, Luxury Briefing Awards, and World of Fine Wines Awards.