Macdonald Bath Spa
Macdonald Hotels purchased The Bath Spa Hotel to position it as the group’s first 5 star property and its jewel in the crown. Piledrivers oversaw and project managed the launch of the ‘rejuvenated’ 5 star Macdonald Bath Spa Hotel including the ‘Imperial Suites’ and newly completed ‘The Spa’ to the press, national media, local media, trade and consumers whilst generating interim revenue within a six month period.
Working directly for the General Manager, Group Sales & Marketing and PR Director, Piledrivers provided a critical communication and liaison role between all internal departments, businesses within the hotel, head office, agencies, photographers and suppliers delivering motivation, quality control, communication and the final implementation of collateral and database. We also introduced and represented the hotel with various luxury marketing associations including Virtuoso, International Luxury Travel Market and Leading Hotels of the World.
The Launch of ‘The Spa’ – existing Club Members, local and national press were invited to an evening Champagne Poolside Reception to tour the The Spa and facilities. The launch followed local promotional events for Ladies day at Bath Racecourse and Shires Yard shopping centre.
The Launch - HRH the Princess Anne accepted the invitation to attend a dinner in celebration of the event and in aid of her charity The Princes Royal Trust for Carers. The day was in two parts; an Afternoon Tea for the local Carers organisation, a Champagne Reception and Gala Dinner. The evening charity auction was hosted by Nicholas Bonham and entertainment provided by Tenors Unlimited. Celebrities arranged by Piledrivers were also in force, Lynda Bellingham, Lorraine Chase to name a few adopted the sparkling theme of diamonds and tiaras. The hotel was subsequently featured in the national press Over £200,000 was raised for the charity.
Marketing Partnerships - A range of regional and national partnerships were established for the hotel: Visit Britain, The Thermae Bath Spa, Orient Express, Air South West, Bath Tourism, Bath Racecourse, First Great Western, BABOR - product house, Veuve Cliquot, Royal Opera House, American Express.
Orient Express – Targeting PA’s and Event Bookers to visit the City of Bath, The Thermae Bath Spa and hotel as a 5 star business or leisure destination. Negotiations with Orient Express resulted in arranging a carriage from London to Bath. Collaborating on shared databases, 24 top PA’s and Bookers accepted the invitation for a day trip. The venture achieved maximum exposure for minimum cost… £10,000 value for the price of a canapé lunch and approximately £160,000 revenue was known to have been generated.
Piledriver’s contract was extended to eighteen months.
“.. thank you for your help to enhance the Macdonald Bath Spa Hotel and the Macdonald Group as a whole”.
Giorgio Borgonovo, Managing Director The Macdonald Bath Spa Hotel