Forte shortlists three for 10m advertising drive

Forte hotels has shortlisted three agencies for a 10m advertising campaign to promote its core brands Le Méridien, Heritage and Posthouse.

Publicis, WCRS and Rainey Kelly Campbell Roalfe have been briefed on the campaign, which will include TV advertising.

The move is part of a new marketing strategy driven by worldwide marketing director Suki Kalirai.

Forte, which has previously used a number of different agencies, is now looking at centralising advertising through a single shop.

“Forte has three great brands and we are committed to building them with powerful communications. This is an important step in that process,” says Breffni Walsh, the marketing communications director who joined Forte last October.

The Forte brands include the 97-strong Le Méridien luxury chain, the mid-market 83-strong Posthouse chain, which at present is undergoing a 60m refurbishment, and the 50-strong chain of traditional Heritage hotels.

The campaign will build on this month’s launch of Forte’s individually-branded Leisure Break brochures.

Forte is expected to choose an agency within the next month.

Recommended

Havas plans second global network

Marketing Week

Havas Advertising, the French group which owns the EURO RSCG network and WCRS in London, is in talks about merging with an “Anglo-American” agency to create a second international network. Sources believe it is keenly interested in doing a deal with a UK-based agency with a substantial US network. The company’s chief financial officer Alain […]

Comet raids Kingfisher for marketing director

Marketing Week

Comet has poached Kingfisher’s Stephen O’Brien to take up the newly-created post of marketing director. O’Brien, formerly head of electrical and DIY products at Kingfisher, will have overall responsibility for advertising, merchandising, promotions, corporate communications and new developments, such as retail initiatives. He will be a member of the Comet board. Chris Rogers, commercial director […]

‘On your bike’, says Halfords

Marketing Week

Hindsight is a wonderful thing. And there must be someone at Publicis Paris who wishes its latest international new business brochure could be pulled. Publicis London is showcased in a double-page advertisement which reads “Rubber, chains and pain. You’ll love it.” The copy goes on to talk about a “no-nonsense” campaign which it says is […]

Comments

    Leave a comment