Luxury hotel chain Rocco Forte Hotels (RFH) has awarded advertising agency Beattie McGuinness Bungay a £4m global marketing deal.
The move forms part of RFH’s international expansion plans, which include properties in Munich and Prague and a Sicilian golf and spa resort. They will bring the RFH estate up to 15.
Under the terms of the BMB deal, the agency will develop marketing design concepts, a digital customer relationship management strategy, as well as traditional advertising communications.
RFH, which was founded by Sir Rocco Forte in 1996, aims to provide a five-star hotel in each key city throughout Europe.
It already owns a number of high-profile properties, including Brown’s in Mayfair, Edinburgh’s The Balmoral and Hotel Astoria in St Petersburg.
However, it is selling Manchester’s Lowry Hotel and St David’s in Cardiff on a sale and leaseback deal expected to make at least £75m, which will be used to fund the European expansion.
By Daniel Thomas
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Published by: The Caterer