Forte hunts for new agency to produce its Posthouse push

Forte Hotels, the hotel division of the Granada Group, is looking for an agency to create a new branding campaign for its 82-strong Posthouse chain of hotels.

Forte Hotels, the hotel division of the Granada Group, is looking

for an agency to create a new branding campaign for its 82-strong

Posthouse chain of hotels.



Forte, which owns 250 hotels in 50 countries, announced earlier this

year that it was investing pounds 100 million to ’radically transform’

the Posthouse chain.



In September it promoted Caroline Beecher, formerly brand director for

Forte UK, to the new position of Posthouse marketing director. Beecher

is now understood to have lined up five agencies to pitch for the

business.



Antoine Cau, the chief executive of Forte Hotels, reorganised the

hotel’s senior management in July around the three key brands:

Posthouse, Heritage and Le Meridien. The hotel chains were restructured

into the three groups after the Granada Group bought Forte Hotels from

Rocco Forte in a hostile takeover in 1996.



Posthouse is the UK’s largest branded hotel chain and is targeted at

business guests. It is a mid-market chain that competes with Novotel and

Holiday Inn.



Forte Hotels returned to TV advertising earlier this year after a gap of

four years with a pounds 2 million campaign created by WCRS to promote

its short-break deals.



The agency was also responsible for a further pounds 1.5 million

campaign for the Heritage brand, which starred the musician and TV

presenter, Jools Holland.



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