The Brief
Four Marketing Agency was appointed to manage the communications around the re-launch of the Edinburgh Marriott Hotel Holyrood (formerly the Macdonald Hotel Edinburgh) following a £10 million refurbishment in February 2024.

We were asked to develop a strategic communications plan that would reposition the property under new ownership whilst positively engaging employees, locals, and domestic/international visitors.

The Strategy
To achieve this, we developed a campaign aimed at maximising exposure and increasing brand awareness for the hotel that would resonate with all key audiences. We focused on a multi-channel approach, utilising social media, moving content, digital marketing and traditional PR.

Four Marketing Agency also organised a high-profile launch party that was held in June 2024 to celebrate the re-launch. We created a bespoke guest list, liaised with journalists, influencers and VIP guests, suppliers, entertainment and stakeholders.

The party was a resounding success, attended by over 200 guests, some of whom also attended a private lunch and were welcomed by the hotel for an overnight stay. A programme of influencer and media visits was also activated, and we have already secured multiple press trips, which have resulted in extensive coverage.

The Result
Four Marketing Agency achieved 66 pieces of earned coverage, across national, regional, and trade publications reaching a total OTV of over 89million.

Some key coverage highlights include The Times, The Herald, Sunday Mirror, Daily Star, Edinburgh Evening News, Head for Points, Hotel Owner, Hotel Scotland, Business Traveller, and Scottish Business Insider, as well as Edinburgh Chamber of Commerce, Edinburgh Magazine, Scottish Licensed Trade News and Scottish Housing News, Boutique Hotelier, Head for Points and House of Coco, with forthcoming articles from The Telegraph, Living North and The Scottish Sun.