Objective
Create awareness for The Peninsula Hotels brand in anticipation of the new London outpost opening. The aim is to credibly grow reputation in the UK market, build communities and access new audiences through the imaginative alignment with relevant brands and partners.
Strategy
- A carefully-targeted strategy to build meaningful relationships with UK communities and networks as The Peninsula London is in its pre-opening phase
- Research and select target partners reflecting the heritage brand’s key pillars
- Personal outreach and introductions at the highest levels
- Collaboration to devise bespoke activations with each partner
- Ongoing mutually beneficial marketing and PR opportunities
- Creation of awareness-driving on-property events
Results to Date
- Activation in China around supporting new talent in film, TV and gaming, with three high profile events at The Peninsula Shanghai in 2019, garnering press coverage, brand awareness and building a partnership with BAFTA
- Activation in New York with fashion partner the BFC (British Fashion Council) and designer David Koma to host a glamorous influencer event in 2019. This garnered digital and social coverage on vogue.com (14m UU)
- Philanthropic partnership with The Princes Trust incorporating fundraising and project support in keeping with The Peninsula Hotels’ overarching CRS vision
For further information about The Peninsula Hotels, please contact Aline Keuroghlian pr@masonrose.com
For further information about Mason Rose Access and brand partnership opportunities, please contact Eloisa Barberis Canonico: eloisa@masonrose.com | +44(0)20 7201 8050