Luxury hotel brand the Langham London has appointed MediaCom North to handle its media planning and buying business. It follows a three-way pitch against The Davies Media Company and Cream UK.
The appointment of the hotel’s first media agency comes ahead of its relaunch in June. MediaCom is now working on a print, outdoor and online campaign that will launch in April.
The ads will be developed by New York-based Chandelier, which is Langham Hotels International’s (LHI) design agency. The ads will be adapted to the UK market by its UK agency Four IV.
The hotel is currently undergoing an £80m refurbishment, which aims to “re-establish it as one of the most traditional, iconic and luxurious hotels” in the UK.
The Langham chain is LHI’s heritage brand but it also has its Langham Place brand, which has a more contemporary positioning. The group is planning to expand internationally and hopes to open 20 new hotels in China and India over the next five years.
The Langham London was opened by King Edward VII, the then Prince of Wales, in 1865. It is thought that the campaign will include references to its heritage and high profile guests, including Sir Winston Churchill and playwright Oscar Wilde.