Forte has picked Travis Sully Harari to handle creative work on its
Heritage hotels account with a brief to make the upmarket chain more
attractive to affluent young weekenders.
A budget of pounds 750,000 will go behind a national press campaign
aimed at extending the appeal of the 49 out-of-town hotels beyond its
core market of older ’empty nesters’.
Media buying stays with New PHD, which handles all subsidiary companies
owned by Forte’s Granada parent.
The appointment comes as Forte’s mid-market Post House chain considers
presentations from three agencies about a brand campaign.
The addition of Travis Sully to the Forte roster follows a three-way
pitch during the summer which resulted in the agency being assigned a
series of projects to increase bookings.
The Heritage chain’s last major initiative was a TV campaign through
WCRS, which was fronted by Jools Holland and showed the lengths to which
the chain would go to please its guests.
TV does not figure in immediate promotional plans. Instead, a print
campaign will focus on the history of each hotel in the Heritage chain,
whose flagship properties include the Compleat Angler in Marlow and the
Peter Travis, chief executive of Travis Sully, said that future
advertising for the hotels might feature some of the romances they have
played host to. Famous couples who have stayed in properties that are
now Heritage hotels include Richard Burton and Elizabeth Taylor and Lord
Nelson and Lady Hamilton.