Repositioning a classic
We do enjoy the finer things now and again here at K2L, so we’re delighted to be pushing the Marriott Manchester Airport Hotel and the recent repositioning we have been working on with them, now the hotel has put the finishing touches to its huge refurbishment.
This fantastic venue has invested millions over the last year – and it shows, from the top spec bedrooms, to the newly created executive business lounge, to the stunning new Brasserie Blanc restaurant.
We’ve been with the client since the very start of their new journey, developing a whole Brand Repositioning and supporting Campaigns as part of a multi-channel marketing strategy around the hotel being much more than just an airport hotel.
“A Destination to Explore” is the new strapline for the hotel and the ethos of the new direction for the hotel. This is now being used as the mission statement across the hotel and the base of the marketing strategy to showcase the changes, using a variety of online and offline channels.
Getting the right tone for the brand has been key, as there are a number of different demographic groups to target – the hotel welcomes business users, consumer holidaymakers and local leisure visitors throughout the year.
The teaser Awareness Campaign we executed with Marriott earlier this year was a great success and now that the grand reveal has taken place (and yes, we’ve sampled all the new facilities), our Launch Campaign is now being rolled out, gaining as much exposure as possible with the desired audiences, to ensure that all existing and potential customers see the Marriot’s new messages and positioning.
Check out our Instagram to see the some of the work we created! This has been a fantastic project to be part of and the working relationship with the client’s marketing team has been a dream.
Final note. We would highly recommend the blackcurrant pavlova.