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The Savoy Group of Hotels

London, UK

The Challenge

To introduce this venerable five-star hotel group to a fresh demographic, specifically to the youthful Los Angeles entertainment industry.

The Plan

Announced the new “Savoy Group” to the California and Western United States markets utilizing an integrated program of press conferences, exclusive general manager-hosted private events in residences and clubs and partnerships with the Center Theatre Group of Los Angeles and the American Film Institute. This program introduced remodeled interiors, fitness center and Christian Dior Spa, highlighting technological innovations in The Savoy, The Connaught, Claridge’s, The Berkeley and The Lygon Arms.

The Result

Dramatically increased visibility and occupancy for the five hotels of The Savoy Group.