Branding /360 Marketing
Hotel Pre-Opening Marketing Plan for High-Impact Entry
Hotel Group (UK)
Background
The client, a well-established hotel group with a strong domestic presence and moderate international brand recognition, was developing a new premium 4-star hotel in a major UK city. While reluctant to create a new brand, the client aimed to subtly differentiate the new hotel’s branding to distinguish its positioning.
With limited internal marketing resources, the group sought external support to execute a high-impact pre-launch campaign to drive early bookings and establish clear market differentiation. Success in this launch would lay the foundation for future 4-star expansion.
Study Objectives:
- Implement subtle branding adjustments and elevate messaging to distinguish the new 4-star hotel from the group’s midmarket properties.
- Develop pre-launch B2C marketing strategies to ensure a successful market entry, strong brand differentiation, and early bookings.
Our Approach & Deliverables
Phase 1.
Strategic Alignment
Positioning & Target Guest Personas
To inform the new hotel’s positioning and USPs, an analysis of the city’s 4-star independent and chain brands was conducted, evaluating brand strength, product, pricing, and messaging.
Target audience insights and guest personas were developed to align the internal team and guide future marketing efforts.
Branding
- The hotel’s branding was carefully refined with a refreshed colour palette and a new tagline, subtly elevating its premium positioning while distinguishing it from both sister properties and competitors.
- Tone of voice was defined to align with the hotel’s contemporary design and upscale offerings, ensuring a cohesive and inviting brand narrative.
- A strategic, cross-channel messaging framework was developed, highlighting the hotel’s key differentiators, including spacious rooms, signature dining, wellness amenities, and bespoke local experiences.
- Brand guidelines were crafted to ensure consistency across web, digital channels, advertising, promotional materials, and in-house collateral.
- SEO-optimised content was created for the hotel’s webpage, aligning it with the premium 4-star positioning.
Pre-Launch Collateral Development
A mix of high-quality CGIs and artist impressions was developed to support the hotel’s website holding page, social channels, PR companies, and travel agents.
Phase 2.
B2C Pre-Launch Marketing Strategy
Teaser Campaign
• A six-month teaser campaign was developed in collaboration with a digital agency, using social media and paid ads to build anticipation among the target audience.
Social Media
• Hotel-specific social media accounts were created to support the hotel’s positioning, with high-quality visuals, reels and regular GM updates to bring authenticity and personality.
Influencer Partnerships
• Exclusive pre-opening tours were hosted for premium travel and wellness influencers, generating high-quality content aligned with the hotel’s premium image.
Email Marketing
• Segmented email campaigns were executed, leveraging the group’s database to offer early-access promotions to leisure guests.
Paid Digital Ads
• Paid search and display ads were launched, targeting high-intent keywords and driving traffic to the booking platform with exclusive launch offers.
Strategic Partnerships and Joint Initiatives
• Partnerships and marketing initiatives were formed with local cultural bodies and lifestyle retailers to promote the new hotel
Public Relations and Media Strategy
• Early media coverage was secured in local and travel publications• Press events were organized, and bespoke media kits were distributed to secure editorial placements in local, national, and international travel publications.
Monitoring and Optimisation:
• KPIs 0- early booking rates, engagement metrics, and media coverage were measured to assess the campaign’s effectiveness. Data-driven adjustments were made based on results to optimise performance throughout the pre-launch phase.
Outcome
The pre-launch campaign exceeded expectations, surpassing early booking goals and securing distinct market positioning for the new hotel.
Based on subsequent research, the refined messaging resonated strongly with target audiences, driving engagement across key digital channels.
Strategic alliances and influencer partnerships amplified visibility, significantly boosting market reach.
The success of this launch underscored the Group’s capability in the 4-star space and provided a replicable framework for future 4-star property expansion.
