Hotel firm VILLAGE plumps for And Partners
VILLAGE Hotels has tasked Manchester-based And Partners as it invests heavily in transforming and expanding its current nation-wide offer.
And Partners is co-ordinating extensive brand positioning analysis with VILLAGE, as well as developing integrated campaigns across its entire hotel portfolio. This will include hotel launch promotion, a refurbishment programme for existing estate, national advertising and design of all hotel POS and internal communications.
Graham White, VILLAGE marketing director, said: “Following significant investment in new sites and a modern new-look for all our hotels, we are supporting this with an updated image for the brand.”
VILLAGE operates 17 hotels throughout the UK, with a further six due to open in the next 18 months. And Partners’ brief includes building national awareness of the brand to further increase penetration in the ‘short break’ and corporate markets. The agency’s MD, Andrew Brown-Allan, said the first challenge is deciding how best to express VILLAGE’s product.
Brown-Allan said: “One of our first tasks will actually be to clearly articulate VILLAGE\'s offer. There is so much to say about this brand that we need to rein in and deliver a lucid communications programme that clearly conveys the key messages to the relevant target audience.”