Imperial London Hotels has appointed GOLD79 to handle its consumer, corporate, and trade PR.

The win follows a three-way competitive pitch and will see the award-winning agency increase awareness and drive bookings to the Bloomsbury-based hospitality group’s properties. The main focus will be highlighting the brand’s reputation for exceptional value, as well as building its profile within the trade.

Working closely with the group’s in-house team on a retained basis, GOLD79 will be responsible for running Imperial London Hotels’ press office and leading the earned media strategy for its upcoming relaunches.

Imperial London Hotels is a family-owned hospitality group that has been a stalwart of the capital’s hotel scene since 1837. Its portfolio of eight properties features some of the oldest and most established hotels in London including the 1,630-room Royal National Hotel, the boutique-literary themed Morton Hotel, and the charming President Hotel on Guildford Street.  It also has a strategic partnership with IHG Hotels & Resorts to operate Holiday Inn Bloomsbury.

Imperial Hotel, the group’s property overlooking Russell Square, is currently undergoing a once-in-a-generation refurbishment that will see it reopen as a lifestyle hotel next year. The Brutalist building will feature 357 rooms that blend retro-chic and modern sophistication, and offers panoramic views of London from its 10th floor panoramic rooftop bar and restaurant.

GOLD79 has worked with some of the UK’s most recognisable hotel brands such as Best Western, Park Plaza Hotels, and Preferred Hotels & Resorts. Imperial London Hotels joins a roster of household names in the agency’s travel division, including Jet2.com and Jet2holidays, Holiday Extras, Camplify UK and The Reserve at Chester Zoo.

Ben Frith, Senior Account Director at GOLD79, said:

“We’re delighted to welcome Imperial London Hotels to our portfolio of travel clients. It’s refreshing to be working with a brand so committed to affordability, and as we get ready to shine a light on the new-look Imperial Hotel next year, our deep industry knowledge and ‘NOISE CANCELLING’ approach is perfectly placed to highlight its position as one of the capital’s leading hospitality groups.”

David Manly, Group Commercial Officer at Imperial London Hotels, added:

“This partnership marks an exciting point in our history. Throughout the pitch process GOLD79 demonstrated a clear understanding of our brand and business objectives, underpinned by creativity that will amplify awareness of our properties and proposition in the market. As we focus on PR for the first time, we’re looking forward to seeing the plans come to life.”

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