The agency picked up the creative and strategic business for the five-star venue following a five-way pitch. Agencies involved included Arc, Publicis Dialog and Triangle Communications. Marketing manager Janie Steel handled the process.
The Grove is being positioned as a country hotel, but with the quality and standards of a contemporary London hotel. Partners has developed the strapline "London's country estate", which will run across all marketing communications.
Marketing will promote the hotel and its facilities to consumer and corporate audiences. Partners' first work, a direct mail campaign that targets wealthy consumers in London and the Home Counties, kicks off this month.
Advertising and email marketing aimed at the UK and overseas consumer and corporate market will roll out over the coming months.
The Grove opened on September 8 and has garnered much press coverage praising its setting and facilities. Set in 300 acres of private land and just 18 miles from London, the hotel is an 18th century Grade II-listed building. It has three restaurants, two bars, a luxury spa, 18-hole golf course and conferencing facilities.
The Grove was a private mansion before it was bought by the Ralph Brothers-owned company Ralph Trustees in 1996. The company also owns The Athenaeum Hotel in London and the Runnymede Hotel, near Windsor.
Since 1996, the brothers have invested their own money in renovating the building and landscaping the grounds.
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