A-list celebrities attend the opening party of La Mamounia


Objectives: to position La Mamounia as one of the world’s finest luxury hotels and create a buzz around the re-opening to secure extensive press coverage that would communicate new elements to the media, including the spa, four restaurants, interior design and quality of service.

Strategy and Activity:
Opening party and Guest List 20 celebrities, influencers and top UK media were transported by private plane to Marrakech. Guest list includes Bryan Ferry, Matthew Williamson, Marie Helvin, Amanda Wakeley, Ed, Lisa and Anton Bilton. Assistance in handling the hotel’s celebrity including Gwyneth Paltrow, Jennifer Aniston, Orlando Bloom and Salma Hayek


Within the first 12 months of the opening campaign, Mason Rose secured 177 pieces of coverage within the agreed target media list. Coverage included the front cover of Condé Nast Traveller Hot List and an exclusive feature in The Sunday Times, published the weekend before opening

“Mason Rose have been extremely helpful in contacting, and selecting journalists and organizing press events. Their team displays a high level of professionalism, which makes it a joy to work with them. We have enjoyed their creative angles which sets them apart from other PR companies.” – DENYS COURTIER, MARKETING DIRECTOR, LA MAMOUNIA