Hotel Grande Bretagne 150 Years - Always Grand
The case
As one of the few such hospitality institutions worldwide to celebrate 150 years of uninterrupted service in 2024, the Hotel Grande Bretagne, A Luxury Collection Hotel, Athens wanted to capitalize on the momentum, making the public part of the anniversary, maximizing engagement with Greek and foreign audiences.
The hotel is acknowledged as a symbol of Greek hospitality and a vital part of Athenian social life. Despite its “old school” image, it has many stories and experiences to share that resonate with audiences.
Solution / Strategy
V+O’s research revealed that such anniversaries help hotels worldwide increase visibility, broaden their audience, and engage clients by highlighting their unique qualities and history.
We therefore created the "Always Grand" campaign: Under four key pillars (Grand History, Grand Experiences, Grand Taste, Grand Art & Design), we developed and implemented a comprehensive communication strategy consisting of a year-round program of various experiential activities which celebrated the anniversary for both Greeks and international visitors and emphasized on the Hotel’s heritage and premium status, reinforcing its significant role in Greece’s hospitality sector.
Outcome
Creating emotional bonds with all audiences, the activations became an instant talk-of-the town, including:
- Sold-out experiential events for the public.
- Successful bespoke events for the Hotel’s VIP guests & friends, including sectoral stakeholders and Cabinet members.
- Media coverage in top-tier publications
- Secured 1 Golden World IPRA Award, for one of the activations.
- Partnerships with important media, fashion and cultural organizations which enhanced the brand’s extroversion (Hellenic Broadcasting Corporation, Greek National Opera, Open House Greece, Vogue Greece, Mary Katrantzou, Zeus+Dione, LALAoUNIS etc.)
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