CheethamBell JWT fends off rivals to win Qhotels account

CheethamBell JWT has beaten a number of agencies including TBWA\Manchester to land the account for QHotels.

CBJWT managing director, Jane Clancy, told The Drum that the firm had previously stuck to low-scale advertising and was now embellishing its marketing with a more aggressive approach.

Clancy said the agency’s first task was to create a QHotels brand. “The hotels are all luxurious and unique; it’s not a grey faceless chain, so we’ve got to define a brand essence and posture which can create a whole new position in the market.”

CBJWT will handle the spectrum of QHotels’ marketing output, including above-the-line, digital and CRM. Clancy said finalisations need to be made on what media the campaign will utilise, but hinted that the agency could take QHotels on TV.

Work will begin on developing the QHotels brand immediately before the agency turns its attentions to the firm’s marketing plans.

Clancy also revealed the agency’s strategy will present an opportunity to tap into both the conference and leisure markets. QHotels’ more rural hotel retreats include golf courses, fitness and spa offerings and its city centre locations can also boast conference facilities.

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