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
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
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.