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The Dilly – formerly Le Meridien Piccadilly and originally The Piccadillly Hotel – reopened in May 2021.
Spotlight’s collaboration with established influencers to promote The Dilly Official Peter Rabbit Afternoon Tea created significant exposure to engaged audiences who wanted to experience what they’d seen from trusted advocates.
– Emma Figge, Marketing Manager, Axiom Hospitality
Following a refurbishment and rebrand, Spotlight Communications was engaged to launch and reposition The Dilly. Hotel Management company Axiom Hospitality’s brief was to target the luxury market in the UK and highlight the hotel’s heritage.
Spotlight’s ability to pivot in the face of many lockdown challenges (including several revised opening dates) became imperative. To ensure The Dilly stood out among the many hotels reopening on 17 May in London, the hotel’s dance studio was identified as a defining media angle, with a photo shoot arranged accordingly, also ensuring strong imagery to go with the story.
Spotlight introduced The Dilly initially to both the consumer and trade media in the UK. In addition to promoting key story themes and arranging media stay reviews, the PR campaign evolved to include a digital/social media strategy to highlight F&B experiences (such as the afternoon tea) at The Dilly.
Spotlight secured over 100 pieces of coverage, including appearances in six UK nationals during the first week of opening alone; a full-page review in The Sunday Times, The Telegraph and The Daily Mail in the UK; and Robb Report and AFAR in the US. In the words of Axiom Hospitality, the campaign drove significant new business to the hotel, so much so that it was even necessary to pause promotion of the afternoon tea as it became too popular.
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