I really love it when I see hotels thinking of great ways to engage with customers and to help them experience what’s right on their doorstep during their stay. A hotel is always best placed to know all of the unique things to do in and around the properties location, but sometimes spreading this message is the tricky part. As a hotel, when you do undertake this activity it’s also important to consider your clientèle – recommending a night at the local Bingo when your running a five star boutique hotel is not going to help anyone. So when I discovered a lovely “Insiders Guide” that’s produced by the team at the InterContinental Park Lane I was really impressed to see just how well they’ve managed to capture London life and produce a quality publication full of ideas reflective of the strong InterContinental brand. I received the latest publication this week, and it’s a really excellent example of marketing activity.
The Insider Guide to London is the winter edition of this well produced magazine and captures the hotels target market perfectly. Now in its fourth edition, the Insider offers valuable insight into how readers and guests alike can Live an InterContinental Life here in the capital, highlighting some of the best activities in town as well as looking forward to 2013.
This Insider includes a special shopping guide to the East End curated by city experts Urban Gentry and a round-up of the most sought after gifts from Ed Burstell, Managing Director of Liberty. Top UK Food Futurologist Dr Morgaine Gaye predicts trends for 2013 while our resident experts share current cocktail ideas, top seasonal recipes and the best of what’s on in London a local perspective. The edition also features a trip to Bank Farm in Kent, to see where much of our produce is sourced and enjoy a tour of London’s top microbreweries. Importantly, the publication also adds a personal touch, introducing members of the Park Lane team, giving their own insights into London life.
To promote the publication, the InterContinental Park Lane has also created additional collateral, such as an insert which is given to guests when they receive their bill in one of our outlets, with key dates, pricing and information on our offerings which also works as a mini Insider guide. Of course, this may be a very traditional publication in physical print, but the hotel recognise that guests will want to read this in their own time and in their own way, so they have also supported the launch of the Insider through dedicated social media campaigns on Facebook, Twitter and Pinterest.
Ed Prunell, Area Director of Marketing for London commented “A key priority of InterContinental London Park Lane is to enrich our guests’ experience and help international visitors, and those closer to home, see a new side of London. The Insider is an extension of our expert Concierge team and reflects our location at No.1 Park Lane, which place us perfectly to share our expertise of the city”.
I really love this publication and am really impressed with the high quality production and features, perfect for InterContinental guests. To take a look for yourself, you can access the Facebook edition by clicking below.