Mercure Newcastle County Hotel: Re-brand PR Campaign
Mercure Newcastle County Hotel is one of Newcastle’s oldest hotels. However, due to several recent name changes and the hotel being acquired by Accor, becoming part of the Mercure brand, there was some confusion around the hotel’s name.
The Mercure brand is also somewhat unknown in the region so there was a need to establish the credentials of the group, to communicate the associated investment that is to follow and to also ensure that the long-held positive and established reputation of the hotel is maintained and built upon.
NGI Solutions was tasked with raising awareness of the hotel’s new brand, focusing on an in-region audience – both business and consumer. We concentrated on targeted PR and communications activity focusing on local publications. The activity resulted in exposure in all of the key local outlets including The Journal, The Northern Echo, Insider and Bdaily. The news was also covered by trade publications in the meeting and events industry including Conference News.
From The Client
“I was referred to the PR services of NGI Solutions in the lead up to my business being rebranded in December 2015. After an initial meeting to highlight the key message, the team created a multi-option brief that would support the communication of the changes. I was provided a bespoke press release that was passed to all key media partners, which received a good level of coverage in both local media as well as national publications.
Further recommendations were proposed to increase coverage, all of which were tailored to my industry. Once the hotel has completed the refurbishment works I will be utilising these options via the NGI Solutions team for my second stage of PR.”
Anna Wadcock, General Manager, Mercure Newcastle County Hotel