The Dilly

The Dilly – formerly Le Meridien Piccadilly and originally The Piccadillly Hotel – reopened in May 2021.

Spotlight Communications Success Story: The Dilly
Spotlight Communications Travel & Event PR - Client Testimonials

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

we relate

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.

we create

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.

we connect

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.

we amplify

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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