Hotels brief awarded to Travis Sully Harari

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.

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

Bath Spa.



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.



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