Regent Hotels & Resorts
The Situation
With a small portfolio of highly distinct global properties, Regent Hotels & Resorts had minimal brand recognition among U.S. leisure travelers. As Regent continued its extensive global expansion, the brand needed to highlight its signature properties in order to distinguish itself in a competitive luxury market. MMG Mardiks was tasked with promoting brand awareness to leisure travelers, leveraging the latest hotel openings and property developments to position the brand.
The Strategy
The agency developed a strategic media plan to reinforce brand awareness and emphasize new openings and reflags. MMG Mardiks’ strategic messaging highlighted the brand’s new signature properties. Initiatives included extensive media outreach to key editors over an extended period of time to seed stories on an ongoing basis, including pitching, distribution of press materials and coordinating press visits; planning intimate media events in New York to celebrate the launch of global properties; and securing cooperation of industry partners to supply information critical to story development.
The Results
Through story development and an aggressive media outreach campaign, the agency was able to successfully position Regent’s signature properties to leading luxury consumer publications. As a result of MMG Mardiks’ targeted media outreach, national and regional print and online coverage generated over 14 million impressions.